London: A fashion advertisement by Next has been banned after the Advertising Standards Authority (ASA) ruled that the model’s pose and camera angle made her appear “unhealthily thin.”
The ASA compared the ad with other images of the same model and found she did not appear excessively thin in those. However, in the now-banned image, the angle, pose, and styling highlighted the model’s slim legs in a way deemed “irresponsible.”
Next disagreed with the ruling, stating the model, who is 5’9″, has a “healthy and toned physique.” The retailer explained that her pose was chosen to showcase the leggings’ fit and that the image—shot nearly two years ago—was created with “a strong sense of responsibility.” A Next stylist and product image manager who met the model in person found no health concerns.
While the ASA acknowledged that the model’s face was not gaunt and her arms, though slim, did not show protruding bones, it maintained that the ad gave the impression of unhealthy thinness. As a result, it ruled that the ad breached social responsibility guidelines and ordered Next to ensure future advertisements do not depict models as unhealthily thin.
The ruling comes amid growing concerns about the impact of unrealistic body standards in advertising. The body positivity movement, which gained momentum in 2010, has advocated for more diverse representation in fashion.
However, British Vogue’s editorial director, Chioma Nnadi, warned that the industry is shifting back towards thinner models, possibly influenced by the rising popularity of weight-loss drugs like Ozempic.
In 2023, the ASA similarly banned a Warehouse ad featuring a model in an oversized biker jacket, stating that her visible collarbone, hip bones, and torso made the ad “irresponsible.”
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