Daijiworld Media Network

Vatican City, Nov 17: The Benetton advertisement showing image of Pope Benedict and a top Egyptian imam kissing each other was withdrawn following protests from Vatican.

The latest shock campaign of the Italian clothing firm includes other photo montages of U.S. President Barrack Obama kissing Venezuelan President Hugo Chavez. The company says it is a part of its support to the Unhate Foundation.

Vatican Spokes person Fr Federico Lombardi called the images used as unauthorized and manipulative and warned of legal action against company.

"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.

There was a large banner hanging on a bridge in the Vatican City on Wednesday November 16, which was removed later.

Benetton explained saying the purpose of the campaign was solely to fight any form of hatred.

The company in a statement apologized, if it has offended the sensibilities of the faithful by using the image.

The Italian clothing company has run controversial advertising campaigns in the past too. Including one that showed grieving parents at the bedside of a man dying of AIDS.