The Advertising Standards Authority (ASA) has banned a Marks & Spencer advert after ruling that the model featured appeared 'unhealthily thin'. The watchdog said the model's pose, clothing, and camera angle contributed to an irresponsible portrayal.
The image, used on the M&S app, showed a model in slim-fit black trousers and a white off-the-shoulder top. The ASA noted her collarbones were 'very prominent' and that large pointed shoes emphasised the slenderness of her legs. The downward camera angle made her head appear out of proportion, further highlighting her small frame.
M&S argued that its inclusive sizing ranges from eight to 24, but acknowledged the model was a size eight. The retailer stated it took concerns about body image seriously and that all models were in good health. However, the ASA ruled the advert must not appear again in its current form.
The ASA also investigated three other M&S adverts featuring a model in a pink polka-dot dress, but concluded those images did not portray the model as unhealthily thin. The ruling follows similar ASA decisions against Next and Warehouse, amid fears the fashion industry is reversing progress in body positivity.
