| VATICAN CITY
VATICAN CITY Nov 17 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 unauthorised and
"manipulative" use of the pope's picture in the photo montage
"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
But on Thursday morning the picture was still on the window
of a store in the square at Rome's Trevi Fountain, one of the
most popular tourist sites in Rome.
The photo montage of the pope kissing the imam on the mouth
was still widely available on the internet on Thursday morning.
In its statement announcing the withdrawal of the ad,
Benetton said the purpose of its campaign was "exclusively to
fight the culture of hate in every form" but said it had
nonetheless decided to withdraw the image.
"We are sorry that the use of an image of the pontiff and
the imam should have offended the sensibilities of the faithful
in this way," it said in a statement.
Other photo montages in the same campaign, in which Benetton
says it supports the Unhate Foundation, show other world leaders
kissing each other on the mouth.
U.S. President Barack Obama is shown kissing Venezuelan
President Hugo Chavez in one.
The Italian clothing company has run controversial
advertising campaigns in the past, including one that showed
grieving parents at the bedside of a man dying of AIDS.
(Reporting By Philip Pullella; Editing by Tim Pearce)