M&S ad banned for making its model look 'unhealthily thin'

In July 2025 the UK's Advertising Standards Authority ruled on four M&S ads challenged by complainants who said the models appeared unhealthily thin. The images, seen on the M&S website, app and in an email, included a model in a pink polka dot dress and another in slim-fit trousers and a white top, one hand in her pocket.

M&S defended the campaign: its women's wear spans sizes 8 to 24, the models were size 8 and chosen for health as well as suitability, and the poses were meant to look relaxed. The ASA accepted that defence for three of the four ads — the dress images showed collar bones but no gauntness. The trouser shot failed: the model's collar bones were 'very prominent', the large pointed shoes 'emphasised the slenderness of her legs', and the downward camera angle made her head look out of proportion. The impression was of an unhealthily thin model, breaching CAP Code rule 1.3 on social responsibility.

M&S had already amended the ads and removed the images after receiving the complaint. The ASA still ruled the trouser ad must not appear again in its complained-about form, and told M&S to prepare images responsibly going forward. It was the latest in a line of rulings that have put fashion retailers' body-image styling under the regulator's microscope.

The ASA judged the image's impression, not M&S's inclusive size range defence, banning the ad for breaching social responsibility rules.

The pose — one hand in a pocket, elbow arched — made the model's collar bones the focus of the image.

Styling choices like large pointed shoes and a downward camera angle compounded the effect rather than correcting it.

M&S argued its inclusive size range instead of checking whether this particular image looked healthy.

The same imagery ran on website, app and email, spreading one problematic shot across three channels.

A brand's whole size range is no defence when the model in the shot looks unhealthy — the ASA judged the impression the image made, not the policy behind it.

M&S had already removed the images; the ruling formalised the ban on the trouser ad and put the brand alongside other retailers pulled up for body-image breaches.