A Marks & Spencer (M&S) advertisement has been prohibited by the Advertising Standards Authority (ASA) due to concerns that the featured model appeared “unhealthily thin.”
The ASA cited the model’s pose and the selection of attire, including “large pointed shoes” that accentuated “the slenderness of her legs,” as factors contributing to the advertisement being deemed “irresponsible.”
The regulatory body has mandated that the advertisement be withdrawn in its current form and has instructed M&S to ensure that all future imagery does not depict models as being unhealthily thin.
While the retailer has ceased using the advertisement, M&S stated in its response to the ASA that its women’s clothing range is inclusive and that it “responsibly promoted aspirational fashion.”
The now-banned image, previously featured on the retailer’s app, showcased a model wearing a white off-the-shoulder top, slim-fit trousers, and the aforementioned pointed shoes.
The ASA also noted that the model’s head appeared disproportionately large compared to her body, further emphasizing her slender frame.
M&S defended the model’s pose, stating it was intended to convey confidence and ease, rather than to emphasize slimness.
The retailer also asserted that the choice of shoes was solely for “stylistic and fashion” purposes.
The ASA acknowledged that three other M&S advertisements were also investigated but were not subject to a ban, although M&S opted to amend and remove the specific images.
M&S affirmed that all its models are “selected not only for their professional suitability but also for their health and wellbeing.”
The company maintains that it ensures all models are in good health and comply with industry standards to avoid promoting unhealthy body images.
Earlier this year, Next, another prominent retailer, also faced a ban on an advertisement for blue skinny jeans due to the model’s pose, which was deemed to make her appear “unhealthily thin.”
In that instance, the ASA stated that the advertisement accentuated the thinness of the model’s legs through camera angles, deeming it “irresponsible.”
Next expressed disagreement with the ASA’s decision, arguing that the model, while slim, possessed a “healthy and toned physique.”
The ASA’s recent actions extend beyond fashion advertisements.
Earlier this month, an Instagram post by TV personality Gemma Collins, promoting a weight-loss drug and app, was also banned.
Advertising prescription-only weight-loss drugs is illegal, and Ms. Collins’ post was among nine advertisements banned as part of a broader crackdown by the ASA.
Ms. Collins acknowledged to the ASA that her posts had promoted the Yazen weight-loss service and app, and she committed to adhering to guidelines in the future.
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