Banned, fashion chain’s ad with a too-thin model
A PICTURE of a skinny model on a fashion chain’s website has been outlawed as ‘irresponsible and harmful’.
The clothing company Urban Outfitters has been ordered to remove the photo amid claims it could fuel anorexia.
The ban has been imposed by the Advertising Standards Authority (ASA), which was particularly concerned about the model’s ‘thigh gap’.
The image, which shows only the lower half of a young woman’s body, is part of an advertisement on the US firm’s British website for a pair of polka dot mesh briefs priced at £6.
The ASA received a complaint from an unnamed source and ruled in their favour.
‘Noticeably underweight’
In its judgment it said: ‘The complainant, who believed that the model in the picture was unhealthily thin, challenged whether the ad was irresponsible and harmful.’
The watchdog has told the firm it has until today to remove the picture and ensure its adverts are produced responsibly in future.
However, it was still being used on the website yesterday, alongside many others which are very similar. It is under no obligation to take down the additional images because they are not the subject of the complaint.
In its ruling, published today, the ASA said: ‘We considered that the model was very thin, and noted, in particular, that there was a signifi- cant gap between the model’s thighs, and that her thighs and knees were a similar width.
‘We understood that Urban Outfitters’ target market was young people and considered that using a noticeably underweight model was likely to impress upon that audience that the image was representative of the people who might wear Urban Outfitters’ clothing, and as being something to aspire to. We therefore concluded that the ad was irresponsible.’
The firm denied the claims, saying: ‘The model was represented by one of the UK’s most successful and well-respected agencies. We do not believe she was underweight.’
It added the model had a healthy waist measurement of 23.5inches, was naturally tall and slim and had worked for a number of other fashion brands. The ASA warned it could ban the company’s adverts from internet search websites if it fails to abide by the ruling.
Minister for Women and Equalities Jo Swinson, who led a Body Confidence campaign to shame firms into dropping the use of unhealthy i mages of women, praised the ASA’s decision, saying: ‘Given the worrying rates of eating disorders especially among young people, I applaud the Advertising Standards Authority for encouraging positive body image, and for taking steps to ensure that retailers comply with this.
‘I hope that Urban Outfitters remove these images, and that other retailers take note of these unacceptable images.’