Ad showing Pope and Sheikh kissing causes uproar

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 Sheikh al-Azhar 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.

 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.

"This is a grave lack of respect for the pope, an offence against the sentiments of the faithful”, the statement added. 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.

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.

 -          Reuters