A recent advertisement from fashion brand Next has been deemed inappropriate and banned by the Advertising Standards Authority (ASA). The ASA found that the model in the ad appeared “unhealthily thin” due to the camera angle, pose, and styling used. While the model had previously appeared in other photos where she did not look unhealthily thin, the ASA concluded that the specific image in question emphasized her slimness in a concerning way.
Next defended their ad, stating that the model had a “healthy and toned physique” and that the pose was chosen to showcase the leggings’ fit. They also noted that professionals who worked with the model did not express any concerns about her health. Despite these arguments, the ASA ruled that the ad breached the code for social responsibility and must not be used in its current form. Next was instructed to ensure that future images in their ads do not portray models as unhealthily thin.
The ruling comes at a time when there is increased scrutiny on the impact of unrealistic body images in advertising on mental health. The “body positivity” movement, which has been gaining traction since around 2010, aims to promote a more diverse range of models in the fashion industry. However, there are concerns about a recent trend towards using skinnier models, which some attribute to the popularity of weight loss drugs like Ozempic. This shift has led to criticism from industry insiders, including the editorial director of British Vogue.
In a similar case in 2023, the ASA banned fashion retailer Warehouse from using an image of a model in an oversized biker jacket. The ASA found that the model’s pronounced collar bone, hip bones, and torso gave the appearance of her being “very thin,” leading to the ad being deemed irresponsible. These rulings highlight the ongoing debate surrounding body image standards in the fashion industry and the importance of promoting diverse and healthy representations of beauty
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