Next ad banned by ASA for promoting unrealistic body image

Next has been reprimanded by the UK advertising watchdog after an ad for its “power stretch denim leggings” was deemed to feature an “unhealthily thin” model in digitally altered clothing.

The ASA launched an investigation after receiving complaints about the appearance of the model in the online advert. The campaign, which ran on Next’s website, showcased the retailer’s leggings but sparked controversy for highlighting an unrealistic body image.

In its defence, the retailer argued that its marketing aimed to be “authentic and responsible,” emphasising that it used models of various body types, “ranging from slim to plus size,” in a bid to reflect its diverse customer base, The Guardian reported.

Despite this, Next admitted that it had digitally altered the leggings in the advert, making them appear longer to “maintain focus on the product” while avoiding “any exaggeration of the model’s body shape.”

However, the ASA found that the low angle used in the photograph contributed to an unrealistic portrayal of the model’s physique. The pose and camera angle “accentuated the model’s already tall physique and further emphasised the slimness of her legs.”

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The watchdog concluded that the ad gave the impression that the model was “unhealthily thin,” and ruled it to be irresponsible.

“Because the pose, camera angle and styling in the ad investigated strongly emphasised the slimness of the model’s legs, we considered that the ad gave the impression that the model was unhealthily thin,” the ASA said in its ruling.

The retailer has been told to revise its future advertisements to ensure that they do not perpetuate unrealistic beauty standards, with the ASA advising Next to ensure that future marketing images are “prepared responsibly.”

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