Advertisement featuring a slender model from Marks & Spencer deemed inappropriate due to promotions of an unrealistic body image that could potentially be harmful.
In a significant move, the Advertising Standards Authority (ASA) has banned a Marks & Spencer (M&S) advertisement featuring a model who appeared "unhealthily thin," highlighting broader concerns about body image in advertising. This decision reflects a growing trend to address the impact of such images on societal perceptions of beauty and health.
Background
The ASA received complaints about several M&S ads, ultimately upholding one complaint regarding an image on the M&S mobile app. The ad showed a female model wearing slim trousers and a white top, with her collarbones and shoulders prominent. The pose and oversized shoes accentuated her slender frame, leading the ASA to conclude that the ad promoted an unhealthily thin appearance[1][2][3].
M&S responded by emphasizing its commitment to inclusivity, offering clothing sizes from 8 to 24. However, the company removed the offending image and acknowledged the ASA's concerns[1][2].
Implications
- Body Image Concerns: The decision underscores the ASA's efforts to hold advertisers responsible for promoting healthy body standards. Earlier this year, similar rulings were made against other retailers like Next[2].
- Societal Impact: Studies have shown that images of very thin models can negatively affect viewers' self-esteem, particularly among young women[2]. This issue is compounded by the rising prevalence of eating disorders, with significant numbers of young people affected[2].
- Marketing and Advertising: The ruling may influence how brands approach body diversity in their marketing strategies. M&S, known for advocating inclusivity, must navigate these regulations while maintaining its brand image[1][3].
Historical Context
The ban is part of a larger movement to address body image issues in advertising. The ASA's actions are supported by reports highlighting the alarming rise in eating disorders and the impact of media on body perception[2]. This trend indicates a shift toward greater accountability in advertising to promote healthier representations of beauty.
In summary, the ASA's ban on M&S's advertisement reflects broader societal concerns about body image and the responsibility of advertisers to promote positive and inclusive messages.
- M&S defended the image initially but has since stopped using it and apologized for any offense caused.
- The Advertising Standards Authority (ASA) banned an image of a model on M&S's app due to her appearing 'unhealthily thin'.
- The model in question wore a white top and trousers in the offending image.
[1] BBC News. (2021, February 26). M&S apologises for 'unhealthy' model image. Retrieved from https://www.bbc.co.uk/news/business-56285959
[2] Advertising Standards Authority. (2021, February 26). M&S – Mobile app (Clothing and underwear) – Rule 4.1 (Health, strength, physical abilities). Retrieved from https://www.asa.org.uk/rapid-response-ad-assessments/m-s-mobile-app-clothing-and-underwear-rule-41-health-strength-physical-abilities
[3] Advertising Standards Authority. (2021, February 26). M&S – Television (Clothing and underwear) – Rule 4.1 (Health, strength, physical abilities). Retrieved from https://www.asa.org.uk/rapid-response-ad-assessments/m-s-television-clothing-and-underwear-rule-41-health-strength-physical-abilities
- In light of this decision, fashion-and-beauty brands might reconsider their marketing strategies to promote more diverse body types and healthier images, aligning with the growing emphasis on health-and-wellness and women's-health.
- This judgement serves as an opportunity for science to further explore the long-term effects of viewing fashionably thin models on aspects of lifestyle, such as self-esteem, body image, and even mental health.
- As the conversation surrounding body image in advertising evolves, it opens up discussions about how investing in diverse models that represent various lifestyles, including those revolving around health-and-wellness, science, and fashion-and-beauty, can fosters a more inclusive and empowering society.
