Benetton faces backlash for advertising campaign that uses photos of migrant rescue

Italian clothing retailer Benetton is facing criticism for a recent advertising campaign that used photos of migrants being rescued in the Mediterranean.

The two photos, which were taken during a rescue conducted by the French charity SOS Méditerranée that saved more than 630 people, were tweeted by the Benetton Twitter account with a “United Colours of Benetton” logo added.

One photo, showing SOS Méditerranée staff handing out life-jackets to migrants on a boat filled to capacity off the coast of Libya, was credited to Kenny Karpov and SOS Méditerranée.

The other photo was credited to Italian news agency ANSA.

In a statement released on Twitter, the charity expressed its shock over the use of their photos and condemned Benetton's use for “commercial purposes.”

The statement reads: “SOS Méditerranée is completely dissociated from this campaign showing a photograph taken while our teams were rescuing people in distress at sea during an operation conducted on June 9.

“SOS Méditerranée condemns the personal initiative of the photographer who provided this photograph.”

The charity also stated that the “dignity of survivors must be respected in all circumstances” and “the human tragedy unfolding in the Mediterranean must never be used for commercial purposes.”

Among those outraged on social media was Italian Interior Minister Matteo Salvini, who criticised Benetton’s decision on Twitter, writing: “Am I the only one to find this despicable?”

The migrants in the photos were among hundreds left stranded at sea after Italy’s government refused them entry before they were eventually taken to Spain.

The 53-year-old fashion brand has been the target of backlash in the past for controversial advertising campaigns, including one featuring an AIDS patient and another which depicted a priest and an Egyptian imam kissing.

The Independent has contacted Benetton for comment.