Retailers Face Scrutiny Over Portrayal of Models in Fashion Adverts

The Advertising Standards Authority (ASA) has banned an advert by Marks & Spencer (M&S) for portraying a model as “unhealthily thin”. The watchdog ruled that the image, which featured a model wearing a white off the shoulder top and slim-fit trousers, was irresponsible due to the model’s pose and the choice of clothing, including large pointed shoes that emphasized her slenderness.

According to the ASA, the model’s pose and the pointed shoes used in the advert created a visual effect that made her legs appear even thinner than they actually were. The watchdog also noted that the model’s head appeared out of proportion with the rest of her body, further accentuating her small frame. M&S has since stopped using the advert, but the ASA has ordered the retailer to ensure that all its images do not portray models as unhealthily thin.

This is not the first time a retailer has faced criticism for its portrayal of models in adverts. Earlier this year, Next had an advert for blue skinny jeans banned for emphasizing the thinness of the model’s legs using camera angles. Next claimed that the model had a “healthy and toned physique”, but the ASA deemed the advert irresponsible. The watchdog stated that the advert created a misleading impression of the model’s body shape and size.

The ASA has also cracked down on social media influencers who promote weight-loss products. Earlier this month, an Instagram post by TV personality Gemma Collins was banned for showcasing a weight-loss drug and app. Collins accepted that her post had promoted the Yazen weight-loss service and app and agreed to follow guidance in future. The ASA has since banned nine other adverts promoting weight-loss products, citing concerns over the health risks associated with these products.

The ASA has made it clear that it will continue to scrutinize retailers and social media influencers who promote unhealthy body images. The watchdog has stated that it will take action against anyone who uses irresponsible advertising tactics to promote products or services. In a statement, the ASA said: “We are concerned about the impact that advertising can have on people’s body image and self-esteem. We will continue to take action against adverts that perpetuate unrealistic and unhealthy beauty standards.”

M&S has responded to the ASA’s decision, stating that its women’s clothing range is inclusive and that it “responsibly promotes aspirational fashion”. The retailer has also said that it ensures all its models are “selected not only for their professional suitability but also for their health and wellbeing”. However, the ASA has expressed concerns that M&S has not done enough to address the issue of unhealthy body images in its advertising.

The ASA’s decision is part of a wider effort to promote healthy body image and prevent the spread of unrealistic beauty standards. In recent years, there has been growing concern over the impact of social media on body image and self-esteem, with many experts warning of the dangers of unrealistic beauty standards. The ASA’s decision is seen as a positive step towards promoting healthier attitudes towards body image and beauty.