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M&S Advert Banned After Being Deemed 'Irresponsible'

GREATER LONDON, ENGLAND, JUL 23 – The UK Advertising Standards Authority banned the M&S ad for promoting unrealistic body standards, upholding one complaint among four received about model thinness.

  • The Advertising Standards Authority banned a Marks & Spencer mobile app advert, citing the model's appearance as 'unhealthily thin' and 'irresponsible,' following public complaints.
  • Following shopper concerns, the Advertising Standards Authority prompted an investigation, and three other flagged images were cleared.
  • According to the watchdog, the Advertising Standards Authority , the image made the model's collarbones 'very prominent,' adding camera angles made her head appear disproportionate.
  • Following the ban, the retailer has apologised for any offense caused and has since removed the image, with a Marks & Spencer spokesperson stating their women's wear ranges from size 8 to 24.
  • Industry observers warn, quoting Vogue’s fashion editor Chioma Nnadi, signaling a worrying industry retreat from body-positive principles.
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Marketing Beat broke the news in on Tuesday, July 22, 2025.
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