The UK’s advertising watchdog has banned an ad by fashion company Yves Saint Laurent that used a model who was “too thin” in its communication.
The ad, which appeared in the Elle UK magazine, was deemed “irresponsible” as the model featured had rather thing legs and visible ribs, the complaint proclaiming her “unhealthily thin”.
The complaint was upheld by the Advertising Standards Authority (ASA), with the statement reading: “The ASA considered that the model’s pose and the particular lighting effect in the ad drew particular focus to the model’s chest, where her rib cage was visible and appeared prominent, and to her legs, where her thighs and knees appeared a similar width, and which looked very thin, particularly in light of her positioning and the contrast between the narrowness of her legs and her platform shoes.
“We therefore considered that the model appeared unhealthily underweight in the image and concluded that the ad was irresponsible.”
Per the ASA, the fashion brand Yves Saint Laurent said it did not agree with the complainant’s view, and Elle said they had no comment.
The ad must not appear in its current form, per the ASA ruling.