The Advertising Standards Authority (ASA) has banned an online advert by high street retailer M&S after complaints it featured a model who appeared “unhealthily thin”.

The ad, which appeared on the high street staple’s website in April and May this year, included an image of a female model wearing slim fit trousers and a white top, facing the camera with one hand in her pocket and the other holding a bag.

The advertising regulator received four complaints concerning the M&S ad and three other online placements, with concerns raised over whether they were “socially irresponsible”, due to the slim nature of the models.

The ASA report said: “The model’s shoulders and the very top of her chest were shown and her collar bones were also very prominent, emphasised by her left hand being in her pocket and being arched outwards. The model’s body appeared thin and she wore large pointed shoes which emphasised the slenderness of her legs.”

The report concluded: “Further to that, in part due to the camera angle which appeared tilted downwards, the model’s head appeared out of proportion with the rest of her body and further highlighted her small frame.

“Therefore, we considered that the pose of the model and the choice of clothing meant the ad gave the impression that the model was unhealthily thin.”

Dismissing complaints concerning three of the four ads, the ASA did however rule that one of the images did give the “impression” of the model being unhealthily thin and that it must not appear again in the form complained about.

M&S told the ASA: “The model’s pose was picked to convey confidence and ease and it was not designed to accentuate her slimness. Further to that her shoes had only been chosen for stylistic and fashion purposes.”

The retailer confirmed that after receiving the complaint it had amended the ads and removed the specific images.

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