Benetton ad campaign toll mounts

LONDON - Benetton is to apologise to the families of American murder victims distressed by an advertising campaign that caused the downfall of the clothing empire's colourful creative director, Oliviero Toscani.

It will also pay $US50,000 ($120,800) compensation to a fund for victims of crime in Missouri. The sum is in settlement of a legal action begun by the state Attorney-General after Benetton featured four of its Death Row inmates in the high-profile publicity drive.

But the Italian clothing company has refused to accept that the thrust of the campaign was wrong and expressed only limited remorse yesterday.

"Benetton regret any renewed pain to victims' families but does not intend to go back on the campaign which it created, financed and fully supported," a spokeswoman said.

"The aim was to contribute to the debate about the death penalty."

Twenty-six condemned prisoners from across the United States were interviewed for a 96-page magazine supplement, published last year, and a photographic feature, entitled "We on Death Row," on Benetton's website.

Fierce objections were made in Missouri, where families said memories of their murdered loved ones were being abused for commercial gain, and state officials alleged that Benetton had made false representations to gain access to four of its prisoners.

More widespread objections to the campaign, the latest in a series designed to cause controversy, led to Toscani's departure from Benetton after 18 years in which he had made it a worldwide talking point.

The Missouri Attorney-General Jay Nixon filed a lawsuit 15 months ago against the company and those responsible for the project, alleging that convicted murderers had been glorified.

Preparations to go to court had started when settlement agreement was reached.

Benetton became accustomed to controversy over a number of years during which photographs of a dying Aids patient, the electric chair and mating horses featured in advertisements.

But while it could be argued that earlier campaigns had simply raised the profile of the firm, the Death Row project cost the company dearly when the American chain store Sears severed its $US100 million contract for its clothing.

Softer, more fun-loving images have become the new face of Benetton.

- INDEPENDENT