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There was a law that said you can't have content pretending to be underage... Not even a forty year old woman dressed as a child, if you say she is 16. The idea was that the illusion was as bad as actually doing it. This law was recently overturned... Now, the model has to *actually* be a child for it to be illegal. So having the word Lolita on your site isn't illegal. You can even have a whole site that pretends all the models are 14... as long as they really aren't, and the 2257 statement confirms that.
However, as some people have said, using such marketing will get you unwanted attention from VISA and from the authories... The former won't let you take their cards, and the latter will probably double-check all your model releases.
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