Next Ad Banned for Depicting Model as 'Unhealthily Thin'

The UK Advertising Standards Authority ruled the ad irresponsible due to its use of styling and camera angles to emphasize the model's slimness.

The Advertising Standards Authority (ASA) banned a Next ad for denim leggings featuring a model perceived as 'unhealthily thin.'
The ASA determined that the model's pose, camera angle, and styling exaggerated the slimness of her legs, creating an irresponsible impression.
Next defended the ad, stating the model had a healthy, toned physique and that no digital retouching was applied to alter her appearance.
The retailer admitted to digitally adjusting the leggings' length but argued this was to focus on the product without misrepresenting the model's body shape.
The ASA ordered that the ad be removed and instructed Next to ensure future ads are prepared responsibly and do not portray models as unhealthily thin.