Wed, 12 Feb 2025

Wed, 12 Feb 2025 Next ad banned as pose made model look too thin

The advertising watchdog says it was "irresponsible" to emphasise the thinness of the model's legs.

* An advert by fashion brand Next has been banned by the Advertising Standards Authority (ASA) due to concerns that it presented an unhealthily thin model.
* The ASA compared the image with other photos of the same model and found her face did not appear gaunt, but deemed the pose, camera angle, and styling in the ad to be "irresponsible".
* Next disagreed with the decision, stating the model had a "healthy and toned physique" and that the advert was created with responsibility.
* The ASA ruled that the advert breached the code for social responsibility and must not appear again in its current form.
* Fashion industry experts have expressed concern about a recent trend towards using skinnier models, which is seen as a departure from recent progress in body diversity.
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