Coulter, who has appeared on the cover of men’s magazines Maxim and Ralph, was signed up by Woolies as brand ambassador of its Earn and Learn program earlier this week.
Tankard Reist told Mumbrella: “Given her photo shoots for Maxim and Ralph, Woolworth’s choice of Ricki-Lee Coulter to promote a program for children does seem odd. However, given that supermarkets like Woolworths stock and sell lad’s mags, and other adult brands including Playboy products, often positioned at children’s eye level, perhaps it is no great surprise.”
Tankard Reist is to speak about the sexualisation of children in advertising at Mumbrella360 in June.
Woolworths had not responded to Mumbrella’s questions at press time.