Britain's advertising watchdog banned a Marks & Spencer advertisement after determining the model appeared "unhealthily thin" in skinny jeans, marking the latest crackdown on fashion retailers promoting unrealistic body standards through their marketing campaigns.
The Advertising Standards Authority determined that strategic camera positioning and the model's pose in a Marks & Spencer skinny jeans advertisement created an irresponsible portrayal that emphasized extreme thinness, forcing the retailer to remove the controversial imagery.
Marks & Spencer joined Next as the second major British retailer to have skinny jeans advertisements banned this year, as the Advertising Standards Authority intensifies its campaign against fashion marketing that promotes unhealthy body images through extreme thinness.
The regulatory decision represents another strike against major British retailers promoting unrealistic body standards through their fashion marketing campaigns. BBC detailed how the advertising watchdog concluded that the model's appearance emphasized extreme thinness in a manner deemed irresponsible for public consumption.
M&S ad banned over 'unhealthily thin' model https://t.co/qm8ymOFCNW
— BBC News (UK) (@BBCNews) July 23, 2025
According to BBC, the banned advertisement showed a woman modeling skinny jeans in a pose that made her legs appear disproportionately small compared to the rest of her body, further accentuating her diminutive frame. The Advertising Standards Authority determined that this visual presentation crossed the line into promoting unhealthy body imagery.
Marks & Spencer defended the controversial advertisement by explaining that the model's positioning was selected to convey confidence and comfort rather than to emphasize slimness. BBC reported that the retailer also justified the footwear selection as serving "stylistic and fashion" purposes exclusively.
The company told investigators that all their models undergo selection based not only on professional appropriateness but also on health and wellbeing considerations. BBC noted that Marks & Spencer emphasized its commitment to ensuring all models maintain good health and comply with industry standards designed to prevent the promotion of unhealthy body images.
The Advertising Standards Authority acknowledged investigating three additional M&S advertisements during this review process, though those campaigns escaped prohibition. BBC reported that despite avoiding bans, Marks & Spencer chose to modify and remove the specific images from those other advertisements.
This regulatory action against Marks & Spencer follows a similar decision earlier this year involving retail competitor Next. BBC detailed how the advertising watchdog banned a Next advertisement for blue skinny jeans because the model's positioning made her appear "unhealthily thin."
The regulatory crackdowns extend beyond fashion advertisements into other controversial marketing areas. Earlier this month, the Advertising Standards Authority banned an Instagram post by television personality Gemma Collins that promoted a weight-loss drug and application.
Advertising prescription-only weight-loss medications in the UK violates legal requirements, and Collins' post represented one of nine advertisements prohibited during the watchdog's intensified enforcement campaign against such content.
Collins acknowledged to investigators that her social media posts had promoted the Yazen weight-loss service and application, telling the Advertising Standards Authority that she would comply with regulatory guidance in future marketing activities, BBC reported.
