Well, who knows what the moral position on all this should be? And does anyone care anymore? Perhaps it’s good old exploitation in a more modern guise. But then again, perhaps it’s young women turning the tables on the advertising industry and using sovereignty over their own bodies to control the message, and get paid for it. I would cite author and journalist Caitlin Moran’s basic girl-power test, which is: are the guys doing it? In this case, no, so it doesn’t yet win any prizes for feminism, although the girls involved probably can’t see the harm in it, and it does put a bit of extra money in their pockets.