A product ad by Marks & Spencer featuring an image of a model who appeared to be “unhealthily thin", has been banned by the Advertising Standards Authority for being socially irresponsible.
The ASA received four complaints regarding two ads for the retailer, and has banned one of the ads in its current form.
One of the images featured a female model wearing a pink polka dot dress, leaning against a tree trunk with her arms behind her back. The other ad showed another female model wearing slim fit trousers and a white top, facing the camera.
There was no reported agency behind the ads, which were shown on the retailer's app, in customer emails and on its website.
The advertising watchdog noted that the collarbones of the models were visible in both images. However, it ruled that the model in the first image was otherwise not presented as “unhealthily thin”.
The second image, however, emphasised the model’s small frame due to her pose, the choice of clothing which included her wearing large pointed shoes, and the camera angle.
The ASA concluded that the ad “gave the impression that the model was unhealthily thin” and banned it for breaching its rule on social responsibility.
Responding to the investigation by the ASA, M&S said it took the concerns about the ads “very seriously”.
While the models in the two ads were at the lower end of the retailer's sizing range, M&S said “all models featured” in its advertising, including the models in the ads that were complained about, were “selected not only for their professional suitability, but also for their health and wellbeing”.
The brand added that as part of its standard practice, it ensured that all models were “in good health, and that they complied with industry standards and best practices to avoid promoting unhealthy body images”.
Following the complaints, the brand has amended the ads and removed the images.
M&S appointed Sharry Cramond as its marketing director for Fashion, Home & Beauty in June following the departure of Anna Braithwaite, who moved to John Lewis as chief customer officer.
