Fila pulls Paris Hilton advertisements

Beauty Paris Hilton will cost a South Korean sports wear firm millions while she is in Jail.

According to reports Fila will temporarily remove Paris Hilton from advertisements in the South Korean market while she is serving jail sentence, the company said Friday."

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"We knew she's rather free-spirited but we never imagined she would go to prison for her behaviour," Fila Korean marketing director Min Se-Joung told AFP.

"As of today, we stopped all kinds of ads including TV commercials & print ads in which Paris appears," he said, adding it was hard to tell when the company would resume the advertising.

Min said that despite the latest case his company was "satisfied" with Hilton's contribution to enhancing popularity for the brand, especially among young consumers.

"Almost all the products that were worn by her in ads have been sold out," he said.

The heiress was given a 45-day prison term in the United States earlier this month for continuing to drive despite having her licence suspended.

She's likely to be released after 23 days.