Latest news with #CAPCode
Yahoo
3 days ago
- Business
- Yahoo
M&S ad banned over ‘unhealthily thin' model
The UK's advertising regulator has banned a Marks & Spencer advert that appeared on the retailer's app and website, after ruling it 'irresponsible' for portraying a model in a way that suggested unhealthy thinness. This decision offers insight into how retail advertising standards address body image concerns in marketing campaigns. Why the ASA acted: breach of social responsibility in retail advertising According to the ASA, one specific image violated CAP Code rule 1.3 by presenting a model whose pose, outfit and camera angle emphasised slenderness. The model's prominent collarbones, the downward tilt of her head, and pointed shoes were all cited as contributing factors that made her appear unhealthily thin. M&S confirmed it had removed the image and pledged to prepare future adverts responsibly. Retailer's response and wider industry context M&S told the ASA that all its models are in good health, and that the pose and styling choices were intended to convey confidence, not to exaggerate slimness. The retailer also emphasised its inclusive sizing range, from UK size 8 to 24, and stated that other flagged images had been reviewed but not banned. This ruling follows similar ASA actions earlier in 2025, including bans on adverts by Next and Warehouse for comparable issues, signalling renewed scrutiny on body image in fashion retail adverts. Implications for retail advertising standards and future campaigns The ASA's decision underlines the growing enforcement of retail advertising standards relating to social responsibility and body image. Marketing teams across the UK's fashion industry are now under closer observation, especially regarding visual composition—including camera angles, styling and model selection. Industry experts say this is part of a broader pushback against unrealistic body ideals, which have been fuelled by social media trends and weight-loss drug culture. Retailers will need to ensure their advertisements comply with ASA guidance to avoid social irresponsibility rulings. This includes careful review of imagery for any indicators of unhealthy thinness, and may require stricter internal checks before launching campaigns. "M&S ad banned over 'unhealthily thin' model" was originally created and published by Retail Insight Network, a GlobalData owned brand. The information on this site has been included in good faith for general informational purposes only. It is not intended to amount to advice on which you should rely, and we give no representation, warranty or guarantee, whether express or implied as to its accuracy or completeness. You must obtain professional or specialist advice before taking, or refraining from, any action on the basis of the content on our site.
Fashion Network
5 days ago
- Business
- Fashion Network
M&S ad banned by ASA, but ASOS ad complaint not upheld
M&S has been labelled 'irresponsible' by the UK's advertising watchdog for using an 'unhealthily thin' model to promote clothes on its app. Upholding a complaint, the Advertising Standards Authority (ASA) ruled the model 'appeared unhealthily thin', concluding that the ad was 'irresponsible.' It said: 'The pose of the model and the choice of clothing meant the ad gave the impression that the model was unhealthily thin'. It therefore violated the CAP code, which states'marketing communications must be prepared with a sense of responsibility to consumers and to society.' The ASA received four complaints about various M&S images but upheld only one and banned its use in the retail giant's app. M&S said its inclusive womenswear clothing represented a full spectrum of sizes, ranging from eight to 24, adding that it took concerns about the depiction of body image in its ads 'very seriously'. It has since amended the ads and removed the specific images. In a separate complaint about the use of another 'unhealthy model' in an ad, the ASA has cleared online fashion giant ASOS of any wrong-doing. An in-app ad for a dress, seen on 1 April and featuring a model wearing a dress with spaghetti straps and a low V-shaped neckline, received complaints that the image of the model was deemed 'unhealthily thin' and challenging whether the ad was irresponsible. But under the CAP Code (Edition 12) rule 1.3 (Responsible advertising), the ASA did not find the image was in breach of the rules. ASOS said it 'recognised [its] responsibility to both consumers and society and did not consider the ad to be irresponsible or in breach of the CAP Code'. It said all models booked by ASOS 'were measured according to specific industry standard guidelines during casting. [We] collaborate with reputable model agencies worldwide to ensure that all models were healthy and regularly reviewed a model's measurements to maintain those standards'.
Fashion Network
5 days ago
- Business
- Fashion Network
M&S ad banned by ASA, but ASOS ad complaint not upheld
M&S has been labelled 'irresponsible' by the UK's advertising watchdog for using an 'unhealthily thin' model to promote clothes on its app. Upholding a complaint, the Advertising Standards Authority (ASA) ruled the model 'appeared unhealthily thin', concluding that the ad was 'irresponsible.' It said: 'The pose of the model and the choice of clothing meant the ad gave the impression that the model was unhealthily thin'. It therefore violated the CAP code, which states'marketing communications must be prepared with a sense of responsibility to consumers and to society.' The ASA received four complaints about various M&S images but upheld only one and banned its use in the retail giant's app. M&S said its inclusive womenswear clothing represented a full spectrum of sizes, ranging from eight to 24, adding that it took concerns about the depiction of body image in its ads 'very seriously'. It has since amended the ads and removed the specific images. In a separate complaint about the use of another 'unhealthy model' in an ad, the ASA has cleared online fashion giant ASOS of any wrong-doing. An in-app ad for a dress, seen on 1 April and featuring a model wearing a dress with spaghetti straps and a low V-shaped neckline, received complaints that the image of the model was deemed 'unhealthily thin' and challenging whether the ad was irresponsible. But under the CAP Code (Edition 12) rule 1.3 (Responsible advertising), the ASA did not find the image was in breach of the rules. ASOS said it 'recognised [its] responsibility to both consumers and society and did not consider the ad to be irresponsible or in breach of the CAP Code'. It said all models booked by ASOS 'were measured according to specific industry standard guidelines during casting. [We] collaborate with reputable model agencies worldwide to ensure that all models were healthy and regularly reviewed a model's measurements to maintain those standards'.
Fashion Network
5 days ago
- Business
- Fashion Network
M&S ad banned by ASA, but ASOS ad complaint not upheld
M&S has been labelled 'irresponsible' by the UK's advertising watchdog for using an 'unhealthily thin' model to promote clothes on its app. Upholding a complaint, the Advertising Standards Authority (ASA) ruled the model 'appeared unhealthily thin', concluding that the ad was 'irresponsible.' It said: 'The pose of the model and the choice of clothing meant the ad gave the impression that the model was unhealthily thin'. It therefore violated the CAP code, which states'marketing communications must be prepared with a sense of responsibility to consumers and to society.' The ASA received four complaints about various M&S images but upheld only one and banned its use in the retail giant's app. M&S said its inclusive womenswear clothing represented a full spectrum of sizes, ranging from eight to 24, adding that it took concerns about the depiction of body image in its ads 'very seriously'. It has since amended the ads and removed the specific images. In a separate complaint about the use of another 'unhealthy model' in an ad, the ASA has cleared online fashion giant ASOS of any wrong-doing. An in-app ad for a dress, seen on 1 April and featuring a model wearing a dress with spaghetti straps and a low V-shaped neckline, received complaints that the image of the model was deemed 'unhealthily thin' and challenging whether the ad was irresponsible. But under the CAP Code (Edition 12) rule 1.3 (Responsible advertising), the ASA did not find the image was in breach of the rules. ASOS said it 'recognised [its] responsibility to both consumers and society and did not consider the ad to be irresponsible or in breach of the CAP Code'. It said all models booked by ASOS 'were measured according to specific industry standard guidelines during casting. [We] collaborate with reputable model agencies worldwide to ensure that all models were healthy and regularly reviewed a model's measurements to maintain those standards'.
Fashion Network
5 days ago
- Business
- Fashion Network
M&S ad banned by ASA, but ASOS ad complaint not upheld
M&S has been labelled 'irresponsible' by the UK's advertising watchdog for using an 'unhealthily thin' model to promote clothes on its app. Upholding a complaint, the Advertising Standards Authority (ASA) ruled the model 'appeared unhealthily thin', concluding that the ad was 'irresponsible.' It said: 'The pose of the model and the choice of clothing meant the ad gave the impression that the model was unhealthily thin'. It therefore violated the CAP code, which states'marketing communications must be prepared with a sense of responsibility to consumers and to society.' The ASA received four complaints about various M&S images but upheld only one and banned its use in the retail giant's app. M&S said its inclusive womenswear clothing represented a full spectrum of sizes, ranging from eight to 24, adding that it took concerns about the depiction of body image in its ads 'very seriously'. It has since amended the ads and removed the specific images. In a separate complaint about the use of another 'unhealthy model' in an ad, the ASA has cleared online fashion giant ASOS of any wrong-doing. An in-app ad for a dress, seen on 1 April and featuring a model wearing a dress with spaghetti straps and a low V-shaped neckline, received complaints that the image of the model was deemed 'unhealthily thin' and challenging whether the ad was irresponsible. But under the CAP Code (Edition 12) rule 1.3 (Responsible advertising), the ASA did not find the image was in breach of the rules. ASOS said it 'recognised [its] responsibility to both consumers and society and did not consider the ad to be irresponsible or in breach of the CAP Code'. It said all models booked by ASOS 'were measured according to specific industry standard guidelines during casting. [We] collaborate with reputable model agencies worldwide to ensure that all models were healthy and regularly reviewed a model's measurements to maintain those standards'.
