Britain's advertising watchdog has prohibited a Marks & Spencer advertisement featuring a model deemed to display an unhealthy appearance.
The Advertising Standards Authority (ASA) published its decision today, determining that the retailer's promotional image breached social responsibility guidelines.
The controversial photograph, which appeared on the company's mobile application, showed a woman modelling slim-fit trousers paired with a white top.
Four members of the public lodged formal objections about the advertisement, expressing concern that the model's physique promoted unhealthy body standards.
The watchdog's intervention occurs against a backdrop of industry fears that fashion marketing may be abandoning the inclusive body representation championed throughout the previous decade.
The ASA's assessment highlighted several concerning visual elements in the banned advertisement.
The regulatory body noted that the model's collarbones appeared "very prominent" and that her pose, with one hand tucked into a pocket whilst the other clutched a handbag, accentuated her thin frame.
Additional problematic aspects were identified, including the model's oversized pointed footwear that drew attention to her slim legs.
Advertising Standards Authority
|The ASA concluded that the model 'appeared unhealthily thin and the ad was irresponsible'
The downward-tilted camera perspective created disproportionate visual effects, making the model's head seem mismatched with her body size.
These combined factors led the ASA to conclude that the advertisement portrayed an "irresponsibly" thin appearance, violating advertising standards regarding social responsibility.
It stated: "For the above reasons, we concluded that the model in ad (b) appeared unhealthily thin and that the ad was irresponsible."
M&S responded by emphasising its commitment to representing diverse body types, with their womenswear collection spanning sizes eight through 24.
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Advertising Standards Authority
|Future publication of the banned image has been prohibited
The retailer acknowledged that the featured models wore size eight garments, representing the smallest end of their range.
The retailer said it treats body image concerns with utmost seriousness, explaining that model selection involves evaluating both professional capabilities and personal wellbeing.
M&S maintained that all models undergo health assessments and that the company adheres to industry guidelines preventing the promotion of "unhealthy" physiques.
Following the initial complaints, M&S took immediate action by withdrawing the contentious imagery from its platforms.
The ruling arrives as industry observers express unease about fashion's possible retreat from the body-positive principles that gained prominence during the 2010s.
This movement had encouraged brands to showcase models of varying sizes and challenged traditional beauty standards.
The ASA examined three additional M&S advertisements featuring models in pink polka dot dresses but cleared these of wrongdoing.
The authority determined these images showed models who, whilst slim, displayed no gaunt features or protruding bones and maintained proper body proportions.
The watchdog has instructed M&S to prevent future publication of the banned image and ensure all marketing materials avoid depicting models as excessively thin.