The UK’s advertising regulator has banned a Marks & Spencer advert that appeared on the retailer’s app and website, after ruling it “irresponsible” for portraying a model in a way that suggested unhealthy thinness.
This decision offers insight into how retail advertising standards address body image concerns in marketing campaigns.
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Why the ASA acted: breach of social responsibility in retail advertising
According to the ASA, one specific image violated CAP Code rule 1.3 by presenting a model whose pose, outfit and camera angle emphasised slenderness.
The model’s prominent collarbones, the downward tilt of her head, and pointed shoes were all cited as contributing factors that made her appear unhealthily thin.
M&S confirmed it had removed the image and pledged to prepare future adverts responsibly.
Retailer’s response and wider industry context
M&S told the ASA that all its models are in good health, and that the pose and styling choices were intended to convey confidence, not to exaggerate slimness.
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By GlobalDataThe retailer also emphasised its inclusive sizing range, from UK size 8 to 24, and stated that other flagged images had been reviewed but not banned.
This ruling follows similar ASA actions earlier in 2025, including bans on adverts by Next and Warehouse for comparable issues, signalling renewed scrutiny on body image in fashion retail adverts.
Implications for retail advertising standards and future campaigns
The ASA’s decision underlines the growing enforcement of retail advertising standards relating to social responsibility and body image.
Marketing teams across the UK’s fashion industry are now under closer observation, especially regarding visual composition—including camera angles, styling and model selection.
Industry experts say this is part of a broader pushback against unrealistic body ideals, which have been fuelled by social media trends and weight-loss drug culture.
Retailers will need to ensure their advertisements comply with ASA guidance to avoid social irresponsibility rulings. This includes careful review of imagery for any indicators of unhealthy thinness, and may require stricter internal checks before launching campaigns.
