The retailer has apologised and removed the photo from its app
Marks & Spencer has apologised (general file image) (Image: Jose Sarmento Matos/Bloomberg via Getty Images)
A Marks and Spencer advertisement has been banned from display after the featured model was deemed to be “unhealthily thin”. The UK’s advertising watchdog has determined that it was “irresponsible” for M&S to use the photograph in question to advertise its clothing on its mobile application.
The Advertising Standards Authority condemned the advert, declaring that the model, wearing slim-fit trousers and a white top, “appeared thin and she wore large pointed shoes which emphasised the slenderness of her legs”.
The ASA’s ruling also observed that the camera angles made the model’s head appear disproportionate and “highlighted her small frame”, reports the Mirror. The ASA concluded: “Therefore, we considered that the pose of the model and the choice of clothing meant the ad gave the impression that the model was unhealthily thin”.
Following the ruling, Marks and Spencer expressed regret for any distress caused and immediately removed the photograph. A spokesperson for the retailer remarked: “Our womenswear sizing ranges from size 8 to 24 and we always want to reflect that in our advertising.
“The product images on our website feature models of varying sizes so we can appeal to all our customers, however following the ASA guidance, we have removed this particular image from our website and apologise for any offence caused.”
Whilst three additional photographs were flagged to the ASA by shoppers, the authority did not consider these to be in breach, therefore no further action against the retailer was required.
The Advertising Standards Authority (ASA) said the pose of the model and the choice of clothing – including “large pointed shoes” which emphasised “the slenderness of her legs” – made the advert “irresponsible”.(Image: M&S)
Last week Marks & Spencer confirmed its membership scheme is “fully back online” after the retailer’s online systems were hit by a damaging cyber attack. In April, the company took down part of its IT systems and stopped sales through its website after being targeted by hackers.
Customer personal data – which could have included names, email addresses, postal addresses and dates of birth – was taken during the attack. M&S revealed that the hack was caused by “human error” and would cost it around £300 million.
Last month, it restarted online sales through its website after six weeks and has since continued to restore different parts of its operations. All online fashion and homeware operations are now back online.
It is understood M&S expects to restart its outstanding operations – online beauty and click and collect sales – in the coming weeks. On Thursday, the business said its Sparks membership has now been fully restored and will provide a “range of thank you treats and rewards” to customers.