A Marc Jacobs advert has been banned for appearing to "sexualise a child".

The British Advertising Standards Authority (ASA) has slammed the "sexually provocative" magazine commercial, which features 17-year-old actress Dakota Fanning sitting on the floor wearing a pale-coloured thigh-length dress with an Oh Lola perfume bottle between her thighs.

In a statement, ASA said: "We noted that the model was holding up the perfume bottle which rested in her lap between her legs and we considered that its position was sexually provocative. We understood the model was 17 years old but we considered she looked under the age of 16.

"We considered that the length of her dress, her leg and position of the perfume bottle drew attention to her sexuality. Because of that, along with her appearance, we considered the ad could be seen to sexualise a child."

The Fashion designer chose the Hollywood star to be a "contemporary Lolita" after being inspired by her appearance as a 15-year-old punk rock singer in movie 'The Runaways'.

He recently said: "When we were speaking about who to use in the Oh, Lola! fragrance ads - I had recently seen 'The Runaways'.

"Dakota was in it, and I knew she could be this contemporary Lolita, seductive yet sweet."

The scent was created by global fragrance company Coty, which has reportedly responded to the comments saying it has not received any complaints and did not think the styling suggested the model was underage.