A digital campaign for fashion house Gucci has been banned by the Advertising Standards Authority (ASA) for an “irresponsible” image of a model who the ASA said appeared to be unhealthily thin.
The video was a part of the brand’s ‘Cruise 2016’. Still images shown at the end of the video portrayed individual models in various scenarios – one woman wearing a high necked jacket and skirt combination, and one wearing a long dress leaning against a wall.
A complaint appeared on the Times’ website who argued the model was dangerously underweight and challenged whether the ad was irresponsible.
The ASA upheld the motion on the grounds, saying: “the model leaning against the wall was wearing a long dress so that only her lower legs, ankles, neck and head were visible. We considered that her torso and arms were quite slender and appeared to be out of proportion with her head and lower body.
“Further, her pose elongated her torso and accentuated her waist so that it appeared to be very small. We also considered that her sombre facial expression and dark make up, particularly around her eyes, made her face look gaunt. For those reasons, we considered that the model leaning against the wall appeared to be unhealthily thin in the image, and therefore concluded that the ad was irresponsible.”
The ad breached CAP Code (Edition 12) rule 1.3 (Responsible advertising).
The ad must not appear again in its current form. The ASA warned told Guccio to ensure that the images in its ads were prepared responsibly.