An advertisement by Marks & Spencer (M&S) has been banned by the Advertising Standards Authority (ASA) after concerns that the model featured appeared “unhealthily thin.” The ruling highlights ongoing worries that the fashion industry may be backtracking on the progress made in promoting body positivity.
The ASA received complaints from viewers who felt the model’s appearance could promote unhealthy body standards, potentially impacting vulnerable audiences. After reviewing the advert, the regulator concluded that it breached guidelines on harm and offence by portraying a body type that could be seen as unrealistic or detrimental to viewers’ well-being.
This decision comes at a time when there is heightened scrutiny over how fashion brands represent diverse body shapes and sizes. Critics argue that despite increased awareness and campaigns to celebrate all body types, some brands are reverting to promoting extremely thin figures, which may undermine efforts to encourage healthy self-image.
M&S has yet to comment on the ruling but faces growing pressure to ensure its advertising aligns with evolving social expectations around inclusivity and mental health.