Fashion advert banned after model looks 'unhealthily thin' in 'irresponsible' image

The Advertising Standards Authority (ASA) compared the advert with other photos of the model and thought she looked healthy in the others.

However, they said the now-banned photo was “irresponsible”.

Next disagreed with the watchdog's decision, saying the model, while thin, had a "healthy and toned physique", and claimed the image, which was shot nearly two years ago, was created with a “strong sense of responsibility”.

They claimed a Next stylist and product image manager had met the model in person and “did not have any concerns about her health”.

In the ruling, the ASA acknowledged the model's face "did not appear to be gaunt and her arms, while slim, did not display any protruding bones".

However, it said the pose, camera angle and styling strongly emphasised the slimness of the model’s legs, giving the impression she was unhealthily thin.

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The ASA claimed the advert breached the code for social responsibility, saying the advert must not appear again in its current form, and that Next should in future ensure the images in their adverts were "prepared responsibly and did not portray models as being unhealthily thin."

Speaking to the BBC fashion journalist Victoria Moss said she was surprised the advert got through.

She said: "Next are usually very commercial, their models are very 'girl-next-door'. This model has 'the look' of a model."

The ASA ruling comes as there has been increasing focus on the effects of advertising unrealistic body types on social media.

The “body positivity” movement, focuses on promoting a more diverse range of models, however Moss said she believes it is “slightly under threat”.

"The wider industry is veering towards a very thin model look," she said.

She added: "With a rise of weight loss injection drugs there's a rise of talk in the media of people taking these drugs and I think that's really pushed this idea of everyone has to be thin much more to the fore again."

The journalist raised concerns over the rise in eating disorders due to “thinspiration” pictures being posted on social media, and claimed “bigger girls are simply not being cast” for fashion campaigns.

She said the use of body positive bigger models has declined, but it is also rare to see very thin models used in campaigns.

British Vogue’s editorial director said the fashion industry "should be concerned" by a recent trend towards skinnier models.

Chioma Nnadi suggested the change had been fueled by the rise in popularity of drugs like Ozempic which help with weightloss.