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| M&S ad banned over 'unhealthily thin' model | M&S ad banned over 'unhealthily thin' model |
| (about 1 hour later) | |
| This M&S advert has been banned | This M&S advert has been banned |
| An advert by Marks & Spencer (M&S) has been banned because the model appeared to be "unhealthily thin". | An advert by Marks & Spencer (M&S) has been banned because the model appeared to be "unhealthily thin". |
| The Advertising Standards Authority (ASA) said the pose of the model and the choice of clothing - including "large pointed shoes" which emphasised "the slenderness of her legs" - made the advert "irresponsible". | The Advertising Standards Authority (ASA) said the pose of the model and the choice of clothing - including "large pointed shoes" which emphasised "the slenderness of her legs" - made the advert "irresponsible". |
| The watchdog ruled that the advert must not appear again in its current form and M&S must ensure all the images it uses do not portray models as unhealthy thin. | The watchdog ruled that the advert must not appear again in its current form and M&S must ensure all the images it uses do not portray models as unhealthy thin. |
| The retailer has stopped using the advert but said in its response to the advertising regulator that its women's clothing range is inclusive and that it "responsibly promoted aspirational fashion". | The retailer has stopped using the advert but said in its response to the advertising regulator that its women's clothing range is inclusive and that it "responsibly promoted aspirational fashion". |
| The now-banned image previously on the retailer's app and showed a model wearing a white off the shoulder top and slim-fit trousers as well as the pointed shoes in question. | The now-banned image previously on the retailer's app and showed a model wearing a white off the shoulder top and slim-fit trousers as well as the pointed shoes in question. |
| The ASA also said the model's head appeared out of proportion with the rest of her body which further highlighted her small frame. | The ASA also said the model's head appeared out of proportion with the rest of her body which further highlighted her small frame. |
| M&S said the model's pose was chosen to portray confidence and ease and not to convey slimness. | M&S said the model's pose was chosen to portray confidence and ease and not to convey slimness. |
| It also said the shoes selected were for "stylistic and fashion" purposes only. | It also said the shoes selected were for "stylistic and fashion" purposes only. |
| The ASA acknowledged that three other M&S adverts were also investigated but were not banned. Although M&S chose to amended and removed the specific images. | The ASA acknowledged that three other M&S adverts were also investigated but were not banned. Although M&S chose to amended and removed the specific images. |
| M&S said that all its models are "selected not only for their professional suitability but also for their health and wellbeing". | M&S said that all its models are "selected not only for their professional suitability but also for their health and wellbeing". |
| It said it ensures all models are in good health and complied with industry standards to avoid promoting unhealthy body images. | It said it ensures all models are in good health and complied with industry standards to avoid promoting unhealthy body images. |
| 'Toned physique' | |
| Earlier this year, fellow retailer Next also had an advert for blue skinny jeans banned because the model's pose made her look "unhealthily thin". | |
| The ASA said the advert emphasised the thinness of the model's legs using camera angles, and deemed it "irresponsible". | |
| Next said it disagreed with the advertising watchdog's decision and said the model, while slim, had a "healthy and toned physique". | |
| It is not just fashion adverts that have been banned by the ASA recently. | |
| Earlier this month, an Instagram post by TV personality Gemma Collins which showcased a weight-loss drug and app was banned. | |
| It is illegal to advertise prescription-only weight-loss drugs and Ms Collins' was one of nine adverts banned in a crackdown on this content by the ASA. | |
| Ms Collins told the ASA's investigation she accepted her posts had promoted the Yazen weight-loss service and app and she would follow guidance in future. |