An M&S advertisement has been banned for showing a clothing model who “appeared unhealthily thin”.
The ad, which was seen in M&S’s app in April and May, was socially irresponsible, according to the Advertising Standards Authority.
The female model’s collar bones were “very prominent” and her body “appeared thin”, according to the ASA. The camera also made her appear small-framed, it said.
“The model’s shoulders and the very top of her chest were shown and her collar bones were also very prominent, emphasised by her left hand being in her pocket and being arched outwards,” the ASA said.
“The model’s body appeared thin and she wore large pointed shoes which emphasised the slenderness of her legs.
“Further to that, in part due to the camera angle which appeared tilted downwards, the model’s head appeared out of proportion with the rest of her body and further highlighted her small frame.
“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.
“For the above reasons, we concluded that the model in [the] ad appeared unhealthily thin and that the ad was irresponsible.”
The ad was found in breach of an advertising code rule on social responsibility and banned from appearing again.
Complaints about another three M&S ads were not upheld, with the ASA deciding the models shown in those did not appear unhealthily thin.
M&S said in its response that its women’s clothing ranged from size eight to 24, so that it could “appeal to all customers and ensure inclusivity, as well as responsibly promoting aspirational fashion”. It confirmed the models in the ads were size eight, at the smaller end of the spectrum.
On the ad found to have breached the code, it said the pose and camera angle were chosen to appear relaxed and natural while depicting a holiday setting, and not to exaggerate the model’s proportions.
It said it ensured all models were in good health and that it complied with industry best practices to avoid promoting unhealthy body images.
M&S also said it had amended ads and removed the specific images after receiving complaints.
The ASA said the ad found in breach of rules “must not appear again in the form complained about”.
“We told Marks & Spencer plc to ensure that the images in their ads were prepared responsibly and did not portray models as being unhealthily thin,” it added.
M&S clothing retail rival Next was also rapped by the ASA for showing a model who looked unhealthily thin in February this year.
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