The Advertising Standards Authority (ASA) has reprimanded Next after it ran an online ad featuring am image which had been digitally altered, giving the “impression that the model was unhealthily thin.”

Appearing on the high street retailer’s website, the ad was designed to promote its “power stretch” denim leggings. It was seen on 19 September 2024

Arguing that the model had a “healthy and toned physique that aligned with the nature of their product”, Next did however admit to digitally altering the image to “maintain focus on the product”, without exaggerating her body shape.

The retailer added that it believed that the model’s proportions were “balanced” given her above average height (5ft10in), and that it had not re-touched her physical appearance.

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However, the ASA ruled that the low angle used in the shots “accentuated the model’s already tall physique”, further emphasising the slimness of her legs.

The watchdog did acknowledge that the model did not appear to be unhealthy in other shots used on the site, but that the angle used in this particular ad “had a visible impact” on the model’s appearance.

“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 ruled.

“We concluded that the ad was irresponsible. The ad must not appear again in its current form. We told Next to ensure that the images in their ads were prepared responsibly and did not portray models as being unhealthily thin.”