Marks & Spencer has been banned from using an advert featuring a model who appeared "unhealthily thin" by the UK's advertising watchdog. The Advertising Standards Authority (ASA) ruled the retailer acted irresponsibly by using the image to promote clothing on its mobile app.
The ASA said the model, wearing slim-fit trousers and a white top, "appeared thin and she wore large pointed shoes which emphasised the slenderness of her legs". Camera angles used in the advertisement made the model's head appear out of proportion and "highlighted her small frame", according to the ruling.
ASA condemns advertising approach
The watchdog concluded that the pose and clothing choice gave the impression the model was unhealthily thin. "Therefore, we considered that the pose of the model and the choice of clothing meant the ad gave the impression that the model was unhealthily thin," the ASA stated.
Marks & Spencer apologised for any offence caused and removed the controversial image from its platforms. The high street retailer acknowledged the concerns raised about the advertisement's messaging.
Retailer defends sizing diversity
An M&S spokeswoman emphasised the company's commitment to representing diverse body types in its advertising. "Our womenswear sizing ranges from size 8 to 24 and we always want to reflect that in our advertising," she said.
The retailer explained that product images on its website typically feature models of varying sizes to appeal to all customers. Following the ASA guidance, the company removed the particular image and apologised for any offence caused.
Additional complaints dismissed
Three other images were reported to the ASA by consumers but were not found to breach advertising standards. The watchdog determined there was no violation in these cases and did not ban the additional advertisements.
The ruling highlights ongoing concerns about body image representation in retail advertising and the responsibility of major brands to promote healthy standards.
(PA) Note: This article has been edited with the help of Artificial Intelligence.
