Overview

• The ASA ruled that the app advert breached social responsibility rules by using a pose, styling and camera angle that made the model appear unhealthily thin.
• Marks & Spencer removed the image from its app and website, apologized for any offence, and noted its womenswear ranges from size 8 to 24.
• Of four complaints about M&S images, the ASA upheld one and banned its future use while instructing the retailer to prepare all adverts responsibly.
• This ban follows earlier ASA decisions this year against high-street chains Next, Mango and Warehouse over similar body image concerns.
• The watchdog signaled it will maintain scrutiny of fashion marketing to enforce CAP Code standards and curb harmful body ideals.