Marks and Spencer advert banned over ‘unhealthily thin’ model

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A Marks and Spencer advertisement has been banned for featuring a model who appeared “unhealthily thin”, with the UK advertising watchdog deeming it “irresponsible”.

The image, which ran on the retailer’s app, showed a model wearing slim-fit trousers and white top.

Her body “appeared thin and she wore large pointed shoes which emphasised the slenderness of her legs”, according to the Advertising Standards Authority.

M&S, which has stopped using the ad, said in its response to the regulator that it sold “a full spectrum of sizes, ranging from 8 to 24” and that it “responsibly promoted aspirational fashion”.

The company confirmed that the models in the adverts, three more of which were flagged to the ASA by consumers but were not banned, were a size 8 and “at the lower end of their sizing range”. 

Vicky Bullen, chief executive of branding agency Coley Porter Bell, said: “From a brand perspective, it’s a surprise that M&S has been the one to be called to task. It has long championed a wide range of sizes and always positioned itself as fashion for everyone. So this is disappointing.”

M&S said: “The product images on our website feature models of varying sizes so we can appeal to all our customers. However, following the ASA guidance, we have removed this particular image from our website and apologise for any offence caused.”

The ASA has been cracking down on companies using models who appear very thin amid a “skinny” trend driven by influencers, social media posts and TikTok videos.

An advert by Next, another UK high street clothing chain, was banned this year for using a model who appeared “unhealthily thin”. The ad was also deemed “irresponsible”, although the retailer disagreed with the decision and said the model had a “healthy and toned physique”.

Jessica Tamsedge, chief executive of Dentsu Creative UK, who sits on the ASA’s industry advisory panel, said that “body image comes up often, exacerbated by the sheer volume of influencer advertising out there”.

She said: “The rules are simple. Do not promote an unhealthy body image, with specific guidance around camera angles, lighting and poses.”

She added that context was also important, including whether the ad would be seen by a mass audience or targeted “a specific cohort”, and made clear that the rules did not relate only to advertising for women.

“The skinny trap is the most documented. Less discussed is the pressure on boys and young men to appear strong, muscular and lean with certain brands in the health, wellness and supplement space creating their own issues.”