ASA bans Next ad for promoting ‘unrealistic’ body image
As a result Next has been told to ensure that the images in their ads were prepared responsibly and did not portray models as being unhealthily thin
The Advertising Standards Agency (ASA) has banned a Next ad for “power stretch denim leggings” which showcased an “unhealthy thin” model in digitally altered clothing.
The ASA launched the investigation after a number of complaints about the appearance of the model in an online ad.
In its defence, Next argued that it aimed to represent the product in a way that was “authentic and responsible”, and they carefully considered all elements of the model’s presentation.
For that particular shoot, Next considered that the model selected, while slim, had a healthy and toned physique that aligned with the nature of their product.
However, the retailer did admit the image was digitally altered to make the leggings appear longer to “maintain focus on the product” while avoiding “any exaggeration of the model’s body shape”.
The ASA decided that the low angle used in the photograph contributed to an “unrealistic” portrayal of the model’s physique.
The pose and camera angle “accentuated the model’s already tall physique and further emphasised the slimness of her legs”.
The ASA came to the conclusion that the ad gave the impression that the model was “unhealthily thin,” and ruled it to be irresponsible.
It stated: “Because the pose, camera angle and styling in the ad investigated strongly emphasised the slimness of the model’s legs, we considered that the ad gave the impression that the model was unhealthily thin.”
As a result Next has been told to ensure that the images in their ads were prepared responsibly and did not portray models as being unhealthily thin.
