ASA's M&S Advert Ban Faces Criticisms as Netizens Ask If It'll Restrict 'Unhealthily Fat' Ads

Britain's advertising watchdog faces mounting criticism after banning a Marks & Spencer advertisement for featuring a model deemed 'unhealthily thin', prompting widespread debate about body image standards in UK advertising.

The Advertising Standards Authority (ASA) ordered the removal of the M&S women's wear campaign, citing concerns that the model's appearance could promote unhealthy body image. The decision has ignited fierce discussion across social media platforms, with critics questioning whether similar scrutiny applies to advertisements featuring overweight models.

The banned advertisement featured a model wearing white trousers and a matching top, with the ASA ruling that her 'small frame' combined with the use of camera angles and styling choices created an irresponsible portrayal. The regulator specifically noted that 'large pointed shoes emphasised the slenderness of her legs' whilst unusual camera angles made her head appear disproportionate to her body.

Social media users on Reddit, Twitter, and other platforms are now asking if ASA will also do the same with other commercials that feature unhealthily overweight models.

ASA Criticised on the Internet

Reddit and Twitter are flooded with reports, as netizens in the comment sections voice their opinions regarding the M&S advert ban, and they are not good.

In the r/unitedkingdom community, the ASA. A Redditor asked, 'If they also ban ads for people being unhealthily fat, but for some reason that is promoted as 'body positive'?'

Another netizen added in the comment section: 'I'd guess the distinction is that some people see a skinny model and think 'I need to be that thin'. I'm not sure it's that common for people to see a chunky model and think 'I need to be that fat'.'

Others said that while ASA is banning an advert because of a skinny model, being fat is being normalised. Because of this, many Britons don't realise that they are already unhealthily overweight.

Meanwhile, X (Twitter) users are concerned about the impact of ASA's M&S advert ban on the actual model in the commercial. Anne Dettmer (@artisannes) stated: 'How do you imagine this made the model feel. You've taken it upon yourselves to cancel her career. Some people are naturally thin.'

ASA Explains Why M&S Advert Ban

The ASA provided a detailed explanation behind the controversial M&S advert ban. It stated that the commercial was featuring an irresponsible image of a model, as reported by The Guardian.

This is because the advertising regulatory body thinks that the model was unhealthily thin. The ASA said that the model—who wore slim trousers and a white top—' appeared thin and she wore large pointed shoes which emphasised the slenderness of her legs.'

Aside from the model's physical appearance, the ASA also pointed out the camera angles, which it claims distort the subject's head. The agency stated that these unusual angles made the model look out of proportion, highlighting her 'small frame.'

'Therefore, we considered that the pose of the model and the choice of clothing meant the ad gave the impression that the model was unhealthily thin,' said the ASA.

M&S Removes Advertisement

M&S removed the advertisement and apologised to the public for any offence caused. A Marks & Spencer spokesperson said: 'Our womenswear sizing ranges from size 8 to 24 and we always want to reflect that in our advertising.'

She added: 'The product images on our website feature models of varying sizes so we can appeal to all our customers; however, following the ASA guidance, we have removed this particular image from our website and apologise for any offence caused.'

The ASA defended its decision, maintaining that advertisers have a responsibility to ensure marketing communications do not promote unhealthy body images. The regulator evaluates each advertisement individually, considering factors including styling, camera angles, and overall presentation.

With obesity rates climbing across the UK and eating disorders remaining a serious public health concern, the M&S ban highlights the complex intersection of commercial interests, regulatory oversight, and public health messaging in modern advertising.