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ASA Ban Ads with Very Thin Model

Posted 60 days ago | 10.10.18

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ASA Ban Ads with Very Thin Model

Three Nasty Gal television ads  have been banned by the Advertising Standards Authority (ASA) for using a model who appeared to be unhealthily underweight. 22 viewers complained calling the advertisements socially irresponsible.


The Manchester-based online fashion retailer said the model was a UK size 8, with a body mass index (BMI) of 18.8 which falls within the healthy weight range. The ASA said the way the model was presented drew attention to her prominent ribcage and drew attention to her extreme skinniness.


The ASA concluded: "We considered that the model appeared unhealthily underweight in some scenes and concluded that the ads were therefore irresponsible.”


Nasty Gal said: "We want to do all we can to use our voice to promote body positivity and diversity. We have worked with the model in this ad many times and she is represented by one of the world's leading agencies, whose key priority is the health of their models.”


Despite these comments upon receiving notice of the complaint from the ASA, the ad was immediately removed from air.


The High Street and online store Yours continues to present models who represent real people (see the pic with this piece)



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