Next Advertisement Banned for Featuring ‘Unhealthy’ Model
An advertisement for retail giant Next has been prohibited for showcasing a model deemed to be “unhealthily thin.” The Advertising Standards Authority (ASA) voiced concerns that the ad, published on the Next website in September as a product listing for denim leggings, utilized camera angles, styling, and the model’s pose to accentuate the slimness of her legs. The image depicted the model seated on a wooden block with her legs extended towards the camera. Following a complaint from a single viewer citing irresponsibility, the ASA intervened, citing that the ad was creating an unhealthy perception of body image.
Next responded by stating that they produced the ad with a sense of responsibility towards consumers and society. The retailer claimed that the model, while slender, had a healthy and toned physique in line with the product being promoted. It was highlighted that no digital alterations were made to the model’s appearance, despite adjustments to the leggings within the image. The ASA acknowledged that the model’s face did not exhibit gauntness, and her arms, though slim, did not reveal protruding bones. However, scrutiny revealed an unnatural disparity in the model’s leg proportions, with the bent leg appearing equally thin throughout, drawing attention to her knee.
The angle and styling of the advert, as dissected by the ASA, contributed to accentuating the model’s tall stature and the impression of overly slim legs. Though other images of the model in different poses were displayed in the same listing, the ASA affirmed that the specific image in question projected an unhealthy image. Consequently, the ruling dictated that the ad should not be displayed in its current format, urging Next to exercise caution in portraying models in a manner that could be perceived as promoting unhealthy body standards.
The debate surrounding body image representation in advertising has been a recurring concern, prompting regulatory bodies like the ASA to intervene where necessary. In an era where the impact of media on self-perception is widely recognized, the responsibility of brands in upholding positive body image standards remains a focal point. The nature of the Next advert controversy serves as a reminder of the fine line between promoting products and inadvertently perpetuating unhealthy beauty norms.
Maintaining a balance between marketing creativity and ethical considerations is integral for brands operating in the fashion industry. As consumers become more discerning about the messaging they endorse, advertisers are urged to navigate these sensitivities thoughtfully. In response to the ASA ruling, Next will need to reassess its approach to visual representation in advertising, ensuring that future campaigns uphold a more diverse and inclusive portrayal of body types. This incident underscores the evolving landscape of advertising standards, where vigilance in promoting responsible imagery is paramount for brands seeking to resonate positively with their audience.
The advertisement saga serves as a cautionary tale for retailers and advertisers, emphasizing the repercussions of overlooking the impact of visuals on societal perceptions. With body positivity movements gaining momentum, the role of brands in championing diverse representations of beauty is under heightened scrutiny. By adhering to guidelines that prioritise authenticity and inclusivity, companies can cultivate a more affirming relationship with consumers, steering clear of controversies that detract from their brand integrity. In conclusion, the banning of the Next advert for portraying an ‘unhealthy’ model illuminates the ongoing discourse regarding body image and responsible advertising practices.