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‘Irresponsible’ Next advert BANNED for showing ‘unhealthily thin’ model – after just a single complaint
Read more to find out why the regulator sided with the lone complainant
AN advert for fashion chain Next has been banned for showing a model deemed too thin — after one complaint.
The Advertising Standards Authority said the “irresponsible” photo used a camera angle and pose to emphasise the slimness of the woman’s legs.
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It featured in a product listing for denim leggings on the Next website in September.
A single viewer complained and the ASA ruled: “We considered the ad gave the impression the model was unhealthily thin.
“We concluded the ad was irresponsible.”
Next said its staff met the model and did not have any concerns about her health.
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It said it had not digitally altered the image, except to bring the bottom of the jeans closer to her ankle.
Other photos of the same model showed her in different positions and she did not appear to be unhealthily thin, the ASA said.
Banning the ad, it said: “We told Next to ensure the images in ads were prepared responsibly and did not portray models as being unhealthily thin."
The ASA ruled that the ad must not appear again in its current form, adding: “We told Next to ensure that the images in their ads were prepared responsibly and did not portray models as being unhealthily thin.”
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