Benetton has come under particular scrutiny for the use of shock advertisements in its campaigns, leading to public outrage and consumer complaints. However, several of Benetton’s advertisements have also been the subject of much praise for heightening awareness of significant social issues and for “taking a stand” against infringements on human rights, civil liberties, and environmental rights.
Benetton at times uses shocking images involving social issues to stir interest in its sweaters and other merchandise.
The Ponzano, Italy-based company had said its "Unhate" campaign used "symbolic images of reconciliation - with a touch of ironic hope and constructive provocation - to stimulate reflection on how politics, faith and ideas, even when they are divergent and mutually opposed, must still lead to dialogue and mediation."
Late Wednesday it pledged to scrap the advertisement with the pope, one of a series of doctored photos depicting world leaders kissing each other 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," Lombardi said.
Other images show kisses between US president Barack Obama and Venezuelan president Hugo Chavez, Obama and China's President Hu Jintao and Israeli prime minister Benjamin Netanyahu locking lips with Palestinian Authority president Mahmoud Abbas.