M&S Ad Banned Over ‘Unhealthily Thin’ Model Controversy
Recently, an advertising campaign by retail giant Marks & Spencer (M&S) came under scrutiny and was eventually banned. Why? The Advertising Standards Authority (ASA) deemed the model featured in the campaign as appearing “unhealthily thin”. This sparked a debate around body image and the impact of advertising.
What Led to the Ban?
The ASA, in their explanation of the ban, pointed out that the model’s pose and clothing choices, specifically the large pointed shoes, accentuated the slender nature of her legs. This made the advert come across as “irresponsible”. The watchdog ruled that M&S must ensure all future adverts do not portray models as unhealthily thin.
M&S’s Response
M&S, in response to the ban, has ceased using the advert in question. They have defended their stance by stating that their women’s clothing range is inclusive and that it “responsibly promoted aspirational fashion”. They further explained that the model’s pose was chosen to portray confidence and ease, and not to convey slimness. M&S assured that all their models are selected considering their health and wellbeing, and they comply with industry standards to avoid promoting unhealthy body images.
The Controversial Advert
The banned advert, which appeared on the retailer’s app, featured a model wearing a white off-the-shoulder top, slim-fit trousers, and the pointed shoes that stirred the controversy. The ASA also noted that the model’s head appeared out of proportion with her body, which further emphasized her small frame.
Other Adverts Under Scrutiny
This isn’t an isolated incident. Earlier this year, Next, another popular retailer, faced a similar situation when an advert for blue skinny jeans was banned because it made the model look “unhealthily thin”. Next disagreed with the ASA’s decision, stating that the model had a “healthy and toned physique”.
Beyond Fashion
The ASA’s vigilance isn’t limited to fashion adverts. An Instagram post by TV personality Gemma Collins, promoting a weight-loss drug and app, was also banned earlier this month. It is illegal to advertise prescription-only weight-loss drugs, and Ms. Collins’ post was among nine adverts banned in a recent crackdown by the ASA on such content.
