A Mango product listing featuring a model “who appeared to be unhealthily thin” has been ruled “irresponsible” by the Advertising Standards Authority (ASA) .
The listing on the Spanish fashion retailer’s app, which was viewed by the ASA on 29 December 2023, was for a short sleeve sweater, featuring a model wearing the garment with their arms by their sides.
The complainant, who believed the model appeared unhealthily thin, had challenged whether the advert was irresponsible.
Mango did not respond to the ASA’s enquiries, according to the advertising watchdog and in response, the ASA said it was concerned over the fashion giant’s lack of response and apparent disregard for its Cap Code.
The media company said: “The ASA considered that the model’s upper body and hips appeared to be very narrow and there were gaps between her arms and body, accentuating her slender frame.
“Both of the model’s arms, which were visible from above the elbow, were very thin. Her upper arms appeared noticeably thinner above her elbow joints which protruded.”
It continued: “Because the model appeared to be unhealthily thin, we concluded that the ad was irresponsible.”
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The ASA added that the product listing breached its CAP Code rules 1.3 (responsible advertising) and 1.7 (unreasonable delay).
It said the advert must not appear in its current form, and that it had told Mango to ensure the images in its adverts “were prepared responsibly and did not portray models as being unhealthily thin”.
In June, an online advert for fashion retailer Warehouse was pulled by the ASA for featuring a model which it deemed appeared “unhealthily thin”.
The image was initially used earlier in the year as part of a product listing for an oversized longline biker jacket on the retailer’s website.
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