Sydney Sweeney's latest lingerie campaign has sparked debate over the sexualisation of childhood characters, raising wider questions about how sexualised imagery in advertising may influence young audiences' perceptions of beauty, sexuality and self-worth.

The 29-year-old actor featured in a festive advert for SYRN, her lingerie and loungewear brand, drawing inspiration from familiar holiday films, including How the Grinch Stole Christmas, Home Alone 2: Lost in New York and The Nightmare Before Christmas.

In one sequence, Sweeney portrays Cindy Lou Who from How the Grinch Stole Christmas, wearing plaid pyjamas and a fur-trimmed cape while carrying presents and decorating a Christmas tree. The advert then transitions to lingerie looks, including outfits associated with other characters and films.

The campaign prompted criticism on social media, with some viewers arguing that using a character widely associated with childhood in advertising for a lingerie brand blurred the line between family-friendly nostalgia and sexualised marketing. Others defended the advertisement, pointing out that Sweeney did not wear the more revealing lingerie while portraying Cindy Lou Who.

The debate extends beyond one celebrity campaign. Research into sexualised media has examined how repeated exposure to appearance-focused imagery may affect body image, self-esteem and psychological well-being, particularly during adolescence.

Why Sexualised Media Can Affect Young Audiences

The American Psychological Association (APA) defines sexualisation as occurring when a person's value is based solely on their sexual appeal or behaviour, when narrow standards of attractiveness are equated with being sexy, when a person is treated as an object for others' sexual use, or when sexuality is inappropriately imposed on them.

The APA has warned that the sexualisation of girls and women can have negative psychological and physical consequences. Its task force report discussed potential links with low self-esteem, depressed mood and disordered eating, while noting that the evidence varied across outcomes and age groups.

Children and teenagers are still developing their understanding of identity, relationships and social expectations. Repeated exposure to narrow portrayals of attractiveness may influence what they perceive as desirable or socially rewarded.

However, the presence of sexual imagery in a single advertisement does not establish that a young viewer will experience psychological harm. The effects of media exposure depend on factors such as age, the wider social environment, individual vulnerability and how the content is interpreted.

Social Media Can Intensify Appearance Comparisons

Advertising no longer reaches young audiences only through television or magazines. Social media platforms allow promotional images to circulate rapidly, often alongside comments, reaction videos and discussions about celebrities' bodies and appearance.

A 2026 systematic review and meta-analysis published in Adolescent Research Review examined 45 studies involving 33,086 adolescents. It found that higher levels of social media engagement were associated with greater body-image concerns and eating-related symptoms.

The findings do not mean that social media alone causes these problems. Many studies examine associations, and experiences vary between individuals. Nevertheless, the research suggests that appearance-focused online environments deserve attention when considering adolescent well-being.

One possible mechanism is social comparison. Young people may compare their bodies, clothing or perceived attractiveness with idealised images of celebrities and influencers. When those comparisons become frequent, some may develop dissatisfaction with their own appearance or feel pressure to meet unrealistic standards.

Sexualised imagery can also contribute to self-objectification, in which individuals increasingly evaluate themselves from the perspective of how others might view their bodies rather than focusing on their abilities, interests or personal qualities.

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Body Image and Mental Health Are Closely Connected

Persistent body dissatisfaction can affect more than appearance-related confidence. Research has associated negative body image with lower self-esteem, psychological distress and disordered eating behaviours, although these outcomes are influenced by multiple factors.

Adolescence is an important developmental period because social acceptance and peer feedback can carry considerable weight. Online criticism, appearance-based teasing and pressure to conform to beauty ideals may add to existing insecurities.

A systematic review published in 2018 examining multimedia-induced sexualisation among girls aged six to 12 also found evidence of potentially detrimental psychological effects, including internalisation of stereotypes and objectification. The authors noted that research in developing countries was limited, highlighting gaps in understanding how children from different cultural backgrounds experience these influences.

These findings support a cautious approach to media exposure, but they do not establish that every provocative advertisement is harmful or that all young viewers respond in the same way.

The Importance of Media Literacy

Sweeney's campaign has renewed discussion about the responsibilities of advertisers when combining familiar childhood characters with products marketed to adults.

Media literacy can help young people recognise that advertising is designed to attract attention and sell products, rather than provide a realistic representation of bodies, relationships or everyday life. Parents and educators can encourage discussions about how images are constructed, why certain beauty standards are promoted and how online content affects personal feelings about appearance.

Age-appropriate media guidance may also help families decide which content is suitable for younger viewers without treating all discussions of sexuality as inherently harmful.

A Wider Conversation About Sexualisation

The backlash surrounding Sweeney's campaign reflects a broader disagreement about where creative expression ends and inappropriate sexualisation begins. While critics have questioned the use of Cindy Lou Who in the promotion, others have argued that the character-inspired scenes are distinct from the advertisement's separate lingerie sequences.

Research offers reasons to take sexualised media and body-image pressures seriously, particularly during childhood and adolescence. It does not, however, establish that this specific campaign has caused harm.

The central health question is how repeated exposure to appearance-focused media, combined with social comparison and cultural expectations, may shape young people's developing sense of self. Understanding that relationship can help families, educators and advertisers make more informed decisions about the images children encounter online.

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