M&S Ad Banned Over ‘Unhealthily Thin’ Model

Marks & Spencer (M&S) has had one of its fashion adverts banned after the UK’s Advertising Standards Authority (ASA) ruled that the model featured appeared “unhealthily thin.”

The ad, which appeared on M&S’s app, showed a model in an off-shoulder white top, slim-fit trousers, and pointed shoes. The ASA said her pose, clothing, and camera angle all emphasised her thin frame, calling the image “irresponsible.”

M&S responded by saying it promotes inclusive fashion and that the model’s pose was meant to show confidence, not slimness. Still, the brand has removed the ad and pledged to review how it portrays body types in future campaigns.

This comes shortly after a similar ruling against Next, whose jeans ad was pulled for making a model look underweight. And earlier this month, celebrity-endorsed weight loss posts were also banned for promoting prescription-only treatments.

So What?

Fashion isn’t just about style anymore, it’s about standards, representation, and responsibility.

What people see in ads impacts how they view their own bodies. When major brands show ultra-slim models, especially in poses that exaggerate thinness, it can send harmful signals especially to younger or more vulnerable audiences.

While M&S says it uses healthy, well-being-focused models, the ASA’s ruling makes it clear: intention doesn’t always match perception. A confident pose to one person might look dangerously thin to another.

This isn’t just about one ad, it’s a wake-up call to an entire industry.

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Key Implications

• Visual responsibility matters. Camera angles, clothing, and posture all play a role in how body image is portrayed.

• Regulators are watching. ASA rulings show a clear trend: brands will be held accountable for promoting unrealistic or unhealthy standards.

• Mental health is on the table. The way bodies are shown in advertising can contribute to body image issues, eating disorders, and self-esteem problems.

• Public trust is at stake. Consumers expect brands to model values, not just clothes.

Practical Takeaways

• If you’re in marketing or fashion, review how your models are styled and posed. A healthy model can still be portrayed poorly depending on angles and presentation.

• Diversity in body types is no longer optional, it’s expected.

• Build internal review processes for ads before going live, especially for digital content.

• Consumers: If something looks off or harmful, report it. ASA rulings are often triggered by viewer complaints.

Final Thoughts

Fashion has influence. What we see on screens shapes how we see ourselves.
That’s why moments like this matter, it’s not just about an advert, it’s about an industry learning to be aspirational without being harmful.

M&S responded quickly, but the message is bigger than one brand: Good style should never come at the cost of well-being.

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