What: The Advertising Standards Authority has banned a Marks & Spencer online advertisement for featuring a model deemed 'unhealthily thin' in stance and camera angle.

Why it is important: This ruling highlights the fashion industry's ongoing challenge with body image representation, as retailers face increased regulatory scrutiny and must adapt their marketing practices to meet evolving ethical standards.

The Advertising Standards Authority (ASA) has banned a Marks & Spencer online advertisement following concerns about the model's appearance being 'unhealthily thin'. The ruling came after the ASA received four complaints, of which one was upheld. The authority specifically cited the model's pose and stance as problematic, noting that the camera angle, which appeared tilted downwards, made her head seem disproportionate to her body and emphasised her small frame. The large pointed shoes worn by the model were also highlighted as elements that accentuated the slenderness of her legs. M&S defended its position, stating that the model's pose was intended to convey confidence and ease, with shoe choices made purely for stylistic purposes. The retailer emphasised its commitment to body image representation, noting that its womenswear range includes sizes from eight to 24. In response to the complaint, M&S has taken action by modifying its advertisements and removing specific images. This incident follows similar controversies involving other major retailers including Next, Mango, and Warehouse, who have also faced complaints and bans over body image-related advertising issues.

IADS Notes: The ASA's ban on M&S's advertisement reflects a broader trend of increasing scrutiny over fashion retail marketing practices throughout 2024-2025. This incident follows M&S's November 2024 brand transformation efforts, which focused on enhancing its fashion profile through carefully curated collaborations and collections. The regulatory landscape has become increasingly stringent, as evidenced by the EU's February 2025 comprehensive regulations on fashion retail marketing practices. The industry's response to these challenges has been varied, with some retailers like H&M adopting AI-generated models in March 2025 to maintain more consistent and controlled representation. The growing focus on responsible advertising is further highlighted by the BEUC's June 2025 complaints about manipulative marketing practices and the substantial €40 million fine imposed on Shein in July 2025 for deceptive marketing.

Marks & Spencer advert banned for including ‘unhealthily thin’ model