Advertising watchdog under fire for double standards in body image ads

The Advertising Standards Authority (ASA) has come under fire for alleged double standards in its approach to body image regulation after it blocked an advert for Next while allowing campaigns featuring plus-size models.

Last month, the ASA ruled that an online ad for Next’s “power stretch denim leggings” showcased an “unhealthily thin” model and was therefore irresponsible.

Though according to the Sunday Times, the ruling sparked controversy, with critics questioning why ads featuring larger models, which some argue also promote unhealthy body images, have not faced similar scrutiny.

Catherine Thom, 36, from Edinburgh, voiced her concerns to the title after seeing repeated ads for Snag, an online clothing brand, which featured plus-size models in tights. Thom, who had been shopping on the site during her pregnancy, argued that the ASA’s approach seemed hypocritical.

She said: “How is that allowed when the photo of the Next model isn’t? There should be fairness, not politically correct body positivity. Adverts normalising an unhealthy weight, be it obese or severely underweight, are equally as harmful.

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The ASA’s stance on body image in advertising has become a point of contention, with some accusing the watchdog of inconsistency in its rulings.

Jess Tye, ASA investigations manager, explained that ads are investigated if they are seen to encourage unhealthy body weight. However, ads promoting body confidence or using models that reflect the product’s size range generally do not face the same scrutiny.

Tye told the publication: “It’s to do with the wider societal context. We know in the UK currently society tends to view thinness as aspirational and that’s not the case for being overweight.”

Brigitte Read, CEO of Snag, criticised the ASA’s approach, suggesting it was a reflection of society’s “fat phobia.”

Read argued that shaming larger bodies does more harm than good and said Snag is committed to showcasing models of all sizes to reflect a diverse range of customers. She revealed that Snag employs a team of 12 staff to monitor and remove negative comments about their models.

The debate over body image in advertising has sparked further discussions about how retailers should navigate the portrayal of both thin and plus-size models.

Fashion journalist Victoria Moss pointed out that the average size of a UK woman is around 14-16, yet such models are still often considered “plus-size” in many advertising campaigns.

Moss added, “You’d be pretty hard pushed to find genuine plus-size models on retailers’ websites because even a mid-size is a 10-12 and plus is 14-16, which is actually around the average size for a woman in the UK.”

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