Marks & Spencer Ad Pulled by Watchdog for Using ‘Unhealthily’ Thin Model

## ASA Takes Action Against Marks & Spencer Advertisement

The UK’s Advertising Standards Authority (ASA) has made headlines by banning an advertisement from Marks & Spencer due to the use of a model deemed “unhealthily thin.”

### Concerns Raised

Four individuals lodged complaints regarding several ads displayed on the retailer’s website, app, and via email. They questioned if these advertisements were “socially irresponsible.”

The disputed visuals, which appeared in April and May of 2025, showcased female models dressed in pink polka dot dresses or slim fit trousers paired with a white top. In one instance, a model’s collarbones were prominently visible, leading the ASA to conclude that the model appeared excessively thin.

### Marks & Spencer’s Response

In defense of the advertisements, Marks & Spencer asserted that the models were a size eight and were selected based on their professional suitability as well as their health. The retailer emphasized that its standard practice involves ensuring all models are in good health and comply with industry standards that discourage the promotion of unhealthy body images.

Despite Marks & Spencer’s efforts to address the concerns by amending the ads and removing specific images, the ASA proceeded to ban one image where the model was classified as “unhealthily thin,” describing it as irresponsible.

What do you think about the ASA’s decision?