Vatican takes legal action over Benetton pope kiss ad

Thu Nov 17, 2011 10:02am EST
 
Email This Article |
Share This Article
  • Facebook
  • LinkedIn
  • Twitter
| Print This Article | Single Page
[-] Text [+]

By Philip Pullella

VATICAN CITY (Reuters) - The Vatican said on Thursday it would take legal action to stop the distribution of a photo montage in an advertisement by the Italian fashion firm Benetton showing Pope Benedict kissing an imam on the mouth.

A statement said the Vatican had told its lawyers in Italy and around the world to "take the proper legal measures" to stop the use of the photo, even in the media.

It was not clear from the statement if the Vatican intended to sue Benetton directly for damages.

The statement said the ad was "damaging to not only to dignity of the pope and the Catholic Church but also to the feelings of believers."

Benetton said on Wednesday night that it was withdrawing the advertisement, part of the firm's latest shock campaign, in which a number of world leaders are seen kissing each other on the mouth in photo montages.

The withdrawal came after the Vatican issued an initial protest which called the use of the unauthorized and "manipulative" use of the pope's picture in the photo montage totally unacceptable.

"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," spokesman Father Federico Lombardi said on Wednesday night.

A large banner with the image of the pope and the imam was hung from a bridge near the Vatican on Wednesday morning but later removed.   Continued...

 
<p>People stroll in front of the Benetton store in downtown Rome November 16, 2011. REUTERS/Stefano Rellandini</p>