The British fashion chain Next must remove one of its advertisements on its website after a complaint about the model. This announces the Advertising Standards Authority (ASA), the independent British supervisor of advertising, today after an investigation into a complaint. The complainant thought the model looked “unhealthy thin”. The advertisement, in which the ‘Dark Blue Power Stretch Denim Leggings’ is promoted, has been online since September 2024.
- Next must remove an advertisement due to “lean” looking model.
- The Advertising Standards Authority (ASA) believes that the pose and camera corner excessly emphasize slenderness, despite the fact that Next claims that the photo is not retouched.
- The ASA judges that the advertisement promotes unhealthy body standards and may not be published in the same form again.
Next explains in the ASA report that the advertisement has been carefully made. The company underlines that the photo is not digitally retouched, but the length of the leggings has been adjusted “to keep the focus on the product.” In addition, the fashion giant emphasizes that the models uses “ranging from slim to plus size”, and that in the advertisement in question the proportions of the model are “in balance” with its length of 175 centimeters.
Despite this explanation, the British regulator finds that the advertising is not responsible. The supervisor today ruled that the pose of the model and the low corner of the camera would ensure that the model looks “unhealthy thin”. The ASA writes that the model looks “too skinny” and states that Next must prevent “unhealthy body standards” in the future. The advertisement may not be re -published in its current form.
