Marks & Spencer (M&S) has found itself at the centre of growing controversy over body image in advertising, following the banning of one of its advertisements for featuring an ‘unhealthily thin’ model. The image, which appeared on the M&S app, was deemed ‘socially irresponsible’ and in breach of advertising codes by the UK’s Advertising Standards Authority (ASA).
In the contentious advertisement featured a model wearing slim-fitting trousers and a white, off-shoulder, full sleeved top. The ASA highlighted her prominent collarbones, exaggerated by the tilted camera angle, and the use of large pointed shoes, which further accentuated her slim frame.
Although four complaints were submitted regarding M&S’s campaign imagery, only this particular advertisement was banned. Another picture of a model wearing a pink dress with polka dots was found to comply with advertising standards.
In response, M&S said that all of its models are chosen based on their overall health and professional capabilities, and emphasised that its women’s clothing range caters to sizes 8 through 24. Since then, the brand has changed the advertisement and taken down the picture, reaffirming its dedication to ethical portrayal.
For good cause, the advertisement was banned. It violated the ASA's social responsibility regulation. Additionally, it coincides with the resurgence of ultra-slim ideals, which is subtly gaining traction and endangering the advancements of the body positive movement.
The ASA's ruling highlights the necessity for brands to incorporate healthier, more inclusive standards into their visual storytelling as the fashion industry continues to strike a balance between responsibility and aesthetics.
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