Following this campaign the American states of Missouri...

Following this campaign the American states of Missouri and North Carolina decided to sue Benetton whilst the Sears chain of shops decided not to sell Benetton products following pressure from pro-death penalty groups. Whilst North Carolina limited itself to filing a complaint against Benetton, Missouri Attorney General Jay Nixon filed a lawsuit in Circuit Court, accusing the Italian clothing company Benetton of deceiving the state in their use of inmates at Potosi Correctional Center. The state thought the inmates were being interviewed for an advertising campaign. "Clearly our prisons are not allowed commercial endeavors and prison officials would have never allowed entry had they been told the truth about the project", Nixon said. Benetton said the death row photographs "aim at giving back a human face to the prisoners," and confirmed its advertising campaign as being against the death penalty.