UK Advertisement Prohibited for Promoting 'Anorexia Nervosa' Standardization
The UK's Advertising Standards Authority (ASA) has taken a stand against body image stereotypes, banning a Marks & Spencer advertisement that featured a female model deemed "too thin for health". The ASA found the ad to be socially irresponsible, with several factors contributing to the impression of unhealthy thinness.
The controversial image, displayed on Marks & Spencer's online shopping platform, showcased the model with prominent collarbones, thin legs accentuated by large pointed shoes, and a downward camera angle that made her head appear disproportionately small compared to her slender frame. Her pose, with one hand in her pocket, further emphasized her slimness.
Marks & Spencer responded to the concerns, assuring that the shoes were chosen for fashion, not to exaggerate the model's thin appearance. They argued that all models are selected for their professional suitability, health, and well-being. The brand acknowledged the issues and confirmed the problematic images were removed from their platforms.
The ASA warned Marks & Spencer to change the ad to ensure it does not promote a harmful health-focused thinness stereotype. The brand explained that the model's pose was intended to project an image of confidence and tranquility, not to highlight thinness.
This decision by the ASA is part of a broader movement to combat unrealistic beauty standards in advertising. The information comes from the BBC, citing the British regulator.
[1] BBC News. (2021). Marks & Spencer ad featuring 'too thin' model banned. [online] Available at: https://www.bbc.co.uk/news/business-56110637 [2] Advertising Standards Authority. (2021). Marks & Spencer - Adjacent to online content (1101178). [online] Available at: https://www.asa.org.uk/resource/marks--spencer---adjacent-to-online-content-1101178.html [3] Advertising Standards Authority. (2021). Marks & Spencer - Online (1101179). [online] Available at: https://www.asa.org.uk/resource/marks--spencer---online-1101179.html [4] Advertising Standards Authority. (2021). Marks & Spencer - Online (1101180). [online] Available at: https://www.asa.org.uk/resource/marks--spencer---online-1101180.html [5] Advertising Standards Authority. (2021). Marks & Spencer - Online (1101181). [online] Available at: https://www.asa.org.uk/resource/marks--spencer---online-1101181.html
Science plays a significant role in this discussion, as mental health professionals might argue that constant exposure to such body image stereotypes can negatively impact the mental health of women, particularly teenage girls who are highly sensitive to such images. Furthermore, this debate extends beyond just physical health and well-being, encompassing the broader context of women's health and overall wellness.
