M&S handed mobile ad ban after using 'unhealthily thin' model

Daily Mirror

23-07-2025

An advert by Marks & Spencer has been banned because of the model's appearance (Image: PA)
A Marks and Spencer advert has been banned after the featured model was judged to be "unhealthily thin".
The UK's advertising watchdog has ruled that it was "irresponsible" for M&S to use the image in question to promote its clothing on its mobile app. The Advertising Standards Authority criticised the ad, stating that the model, dressed in slim-fit trousers and a white top, "appeared thin and she wore large pointed shoes which emphasised the slenderness of her legs".
The ASA's decision also noted that the camera angles made the model's head seem disproportionate and "highlighted her small frame". The ASA concluded: "Therefore, we considered that the pose of the model and the choice of clothing meant the ad gave the impression that the model was unhealthily thin".
The company is still recovering from a damaging cyber attack (Image: PA)
In response to the ban, Marks and Spencer expressed regret for any upset caused and promptly withdrew the image. A spokesperson for the company commented: "Our womenswear sizing ranges from size 8 to 24 and we always want to reflect that in our advertising."
They continued: "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." While three additional images were brought to the attention of the ASA by concerned consumers, the authority did not find these to be in violation, thus no further action against the retailer was taken.
It comes as four people have been arrested by police investigating the M&S, Co-op and Harrods cyber attacks. The arrests include three teenagers - a 17-year-old British man from the West Midlands, a 19-year-old Latvian man from the West Midlands, a 19-year-old British man from London - and a 20-year-old British woman from Staffordshire.
The individuals were detained on suspicion of blackmail, money laundering, offences linked to the Computer Misuse Act and participating in the activities of an organised crime group.
All four people remain in custody. Paul Foster, head of the NCA's National Cyber Crime Unit, said: 'Since these attacks took place, specialist NCA cybercrime investigators have been working at pace and the investigation remains one of the agency's highest priorities.
'Today's arrests are a significant step in that investigation but our work continues, alongside partners in the UK and overseas, to ensure those responsible are identified and brought to justice.' M&S was forced to shut down its online store following the cyber attack, which happened during Easter weekend and affected contactless payments in stores, as well as click and collect orders.
It was later confirmed that customer data, including names, email addresses, addresses and dates of birth - but it does not include card or payment details, was stolen.
The boss of M&S last week issued an update, and said the rest of its online operations will reopen by next month. The supermarket started resuming online orders in June but some services are still not back to normal.
For example, you still cannot place an order for click and collect or next day delivery. M&S is also still is not delivering to Northern Ireland. Stuart Machin, CEO of M&S, expects these services to be fully restored from August.
Speaking to shareholders at the retailer's annual general meeting, he said: "Since these attacks took place, specialist NCA cybercrime investigators have been working at pace and the investigation remains one of the Agency's highest priorities.