ACL’s new Centre for Human Dignity has called for the use of kids in adult style ads to stop after a Bonds Christmas advert used small children in the midst of an “adult entertainment style” performance.

“Bonds has a terrible track record when it comes to sexualising women and children and this latest advert will be disappointing to many of Bonds customers,” Centre for Human Dignity director Wendy Francis said.

“Why does Bonds think it is okay to use children in this way at Christmas time when all Australians want is for their children to enjoy the wonder of the season when we remember Christ’s birth?

“Particularly in the spirit of Christmas, including children in their sexy ad is shameful.

“The Centre for Human Dignity recommends people voice their concerns with Bonds and avoid purchasing their clothing products.

“Our children's innocence is being trashed over and over again by Bonds.”