The UK Advertising Standards Authority (ASA) banned a Next advertisement featuring a slim model, arguing it implied unhealthy thinness. The ad aimed to promote power stretch denim leggings but was criticized for digital alterations focusing on illusion over authenticity. Next defended its choice by stating it employed a range of model sizes and the model's proportions were balanced. The ASA noted that although other images showed the model without issues, the specific angle used accentuated her legs, generating an impression of unhealthily thinness which the watchdog deemed irresponsible in advertising.
The ASA ruled that the pose, camera angle, and styling in the ad strongly emphasized the slimness of the model's legs, implying unhealthy thinness.
Next argued its marketing aimed to be authentic and responsible, using models of various sizes, yet admitted to digitally altering the image of the leggings.
#advertising-standards-authority #next #health-and-body-image #digital-alteration #model-representation
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