UK restricts display of clothing brand ads due to too thin model

The British Advertising Standards Authority (ASA) issued a decision to ban online advertising from one of the country's largest retailers after complaints were received related to the demonstration of a model with signs of unhealthy thinness. The reason for the administrative intervention was an advertising campaign posted in April and May of this year, in which the image of a woman caused concern among consumers and specialists in the field of visual content ethics.

In the promotional photo, the model was dressed in tight trousers and a white top, posing with her hand in her pocket and a bag in the other hand. The figure of the model was emphasized not only by the choice of clothes, but also by the pose that visually emphasized the protruding collarbones and thin limbs. An additional impression was created by the shooting angle — the camera was tilted down, which made the model's head visually seem disproportionately large, increasing the feeling of fragility of the physique.

The regulator reported numerous complaints in which consumers expressed concerns that displaying such an image promotes socially irresponsible and potentially dangerous standards of appearance. According to the ASA, the image could be perceived as a visual promotion of extremely low weight, which is contrary to the norms of responsible marketing.

Representatives of the brand said that the purpose of the pose was to create an image of a confident and relaxed woman, and not to focus on the parameters of the model's body. The choice of shoes and style of shooting, according to them, was due solely to aesthetic and fashion considerations. However, after receiving an official notification from the ASA, the company promptly changed the advertising materials and removed the images from public access.

It should be noted that this is not the first time this year when the British regulator draws attention to such violations. In February, a similar ban was imposed on an advertising campaign of another well-known brand, also due to the use of a model with signs of unhealthy thinness.

Cases of ASA intervention signal an increasing level of requirements for the ethics of visual content in advertising, especially in the fashion industry. The regulator continues to pay close attention to the impact of media images on the mental health of consumers, especially young people. The increased control reflects a global trend of revising beauty standards and attempts by the industry to abandon the promotion of destructive body norms.