Benetton withdraws Papal kiss poster

photo - EPA

The advert was part of a series of doctored pictures of world leaders, all portrayed in similarly intimate embraces under the slogan “Unhate.”

"This is a grave lack of respect for the pope, an offence against the sentiments of the faithful and a clear example of how advertising can violate elementary rules of respect for people in order to attract attention through provocation,” the Vatican declared in a statement.

A banner bearing the papal image has already been removed from a bridge near the Vatican, amid threats of legal action.

“We are sorry that the use of an image of the pope and an imam should have offended the sensibilities of the faithful in this way,” Benetton responded in a company statement.

The Italian firm is renowned for controversial advertising campaigns.

Previous scandals, dating back over two decades, have involved adverts with bloodied new-born babies, copulating horses and a man dying of AIDS. (nh/pg)

Source: PAP