*Sigh* H&M put out a swimsuit ad that featured White models that are a bit too tan a la the tanning bed mom. “Every year, more people die in Sweden of (skin cancer) than in traffic accidents, and the main cause is too much sunning,” the Society wrote in an opinion article in the Thursday edition of Swedish newspaper Dagens Nyheter, according to the AFP. Check out the apology:

“We are sorry if we have upset anyone with our latest swimwear campaign. It was not our intention to show off a specific ideal or to encourage dangerous behaviour. We have taken note of the views and will continue to discuss this internally ahead of future campaigns.”

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So basically H&M was slammed for promoting unhealthy looking models in their ads? Seriously, what is wrong with the world? Everyone knows when there’s a beach, there’s a tan. Swimsuits ads look 100% better when the model is tan. No one wants to see a pasty model in swimwear. Besides, this model didn’t have to sit out hours in the sun to achieve this look. It could have been easily accomplished with photo editing or bronzer. When did people get so adamant about protesting meaningless things?

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