The watchdog said: “Because the pose, camera angle and styling in the ad investigated strongly emphasised the slimness of the model’s legs, we considered that the ad gave the impression that the model was unhealthily thin.
Next advert banned for featuring ‘unhealthily thin’ model The product listing for Next was deemed irresponsible by the ASA.
Other photos of the model within the same product listing showed her in different positions and from different angles, and she did not appear to be unhealthily thin in these additional images, the ASA said.
Next said the ad was created with a “strong sense of responsibility to both consumers and society.” It said the model, while slim, had a healthy and toned physique that aligned with the nature of its product.
However, it said the model’s left leg was bent at a right angle, with her thigh appearing to be the same width as her lower leg, and the sharpness of the angle drawing attention to her knee, which was prominent underneath the tight-fitting leggings.
