Clothing firm Benetton has been heavily criticised by the Vatican for using an image of Pope Benedict kissing an imam on the mouth in its latest shock advertising campaign.
The controversial image, which was hung from a bridge near the holy city early today, shows the Pope embracing Ahmed Mohamed el-Tayeb, one of Islam's leading figures.
Other images in the campaign, which is part of the Italian firm's support for the Unhate Foundation, show various world leaders kissing on the mouth.
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,' he said in a statement.
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