A recent decision by the UK’s Advertising Standards Agency (ASA) has sparked conversation about the portrayal of body image in fashion advertising. The watchdog ruled that a particular advert for Next, a well-known clothing retailer, was deemed “irresponsible” because it featured a model who appeared “unhealthily thin.” The advert in question, which was part of a product listing for denim leggings, showed the model sitting on a wooden block with one leg bent and the other straight. While the model’s face did not appear gaunt, and her arms did not show protruding bones, the ASA concluded that the camera angle and styling used in the image emphasized the slimness of her legs in a way that could be perceived as unhealthy.
The complaint was raised by a single viewer last September, prompting the ASA to investigate the advert. Next defended the image, stating that the model had met with their stylist and product manager during the photoshoot, and no concerns about her health were raised at the time. The retailer also emphasized that the model’s appearance had not been digitally altered, though they acknowledged that the leggings had been positioned lower on her ankles during the shoot. Despite this, the ASA took issue with the pose and styling, particularly noting that the sharp angle of the model’s bent leg made her thigh appear nearly as thin as her lower leg. They pointed out that the tight-fitting leggings further accentuated the prominence of her knee, which they believed contributed to the perception of her being unhealthily thin.
In their ruling, the ASA acknowledged that other images of the same model, taken at different angles and poses, did not give the same impression. However, they argued that the specific image in question, due to its pose, camera angle, and styling, created an unhealthy and unrealistic portrayal of the model’s body. The ASA ultimately concluded that the advert was “irresponsible” and Ordered Next to ensure that the image was not used again in its current form. They also reminded the retailer of its responsibility to promote positive body image and avoid portrayals that could be harmful to consumers, particularly young people.
Next defended the advert, stating that it was created with a “strong sense of responsibility to both consumers and society.” The retailer argued that while the model was slim, she had a healthy and toned physique that aligned with the nature of the product being advertised. They also emphasized that the setup of the photoshoot was designed to focus on the product without exaggerating the model’s body shape. Despite this, the ASA stood by its decision, highlighting the importance of careful consideration when creating images that could influence perceptions of body image.
This case highlights the ongoing debate about the representation of body image in advertising and the role that regulators like the ASA play in ensuring that adverts do not promote unhealthy or unrealistic beauty standards. While Next maintained that the advert was responsible and that the model’s appearance was natural, the ASA’s ruling underscores the need for advertisers to be mindful of how their images might be interpreted by the public. By banning the advert, the ASA sent a clear message that the fashion industry must strive to promote diversity and inclusivity, avoiding images that could perpetuate harmful ideals about body shape and size.
In conclusion, the banning of Next’s advert serves as a reminder of the importance of responsible advertising, particularly when it comes to sensitive issues like body image. While Next defended the image as healthy and appropriate, the ASA’s decision reflects a broader societal concern about the impact of advertising on self-esteem and mental health. As the fashion industry continues to evolve, it is likely that regulators will remain vigilant in ensuring that adverts do not contribute to harmful perceptions of body image. This case also encourages consumers to think critically about the images they see and the messages they convey, highlighting the need for greater awareness and dialogue about the role of advertising in shaping cultural attitudes toward beauty and health.
