The Advertising Standards Authority (ASA) has responded to an article in the Sunday Times, criticising it for banning a campaign for Next, while permitting advertisements featuring plus-size models.
Last month, the ASA ruled against the online ad from Next that had been digitally altered, “giving the impression that the model was unhealthily thin”. According to the regulator, the advert was “irresponsible”.
However, the decision prompted a discussion on the BBC about why ads featuring plus-size women have not faced similar consequences.
One Edinburgh-based shopper, Catherine Thom, told the broadcaster she had seen repeated ads for online clothing brand Snag, which featured larger models.
Thom 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,” she added.
Others agreed, accusing the ASA of being inconsistent.
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ASA investigations manager Jess Tye explained that adverts would be investigated if they were seen to be promoting an unhealthy body weight, but adverts encouraging body confidence or using a model that showcases the product’s size range do not face the same examination.
“It has to do with the wider societal context,” she said.
“We know in the UK currently, society tends to view thinness as aspirational and that’s not the case for being overweight.”
Speaking to the Sunday Times, the CEO of Snag, Brigitte Read added: “Shaming fat people does not help them to lose weight and actually it really impacts mental health and therefore their physical health.”
She highlighted that Snag employed a team of 12 individuals to remove negative comments about its models.
While fashion journalist Victoria Moss highlighted that the average clothing size for a woman in the UK was a size 14-16.
She added: “We know people with eating disorders seek out images of very thin people as ‘thinspiration’. But if anyone sees a picture of a bigger person, they’re not going to drive to buy ten McDonald’s to try to get fatter.”
The ASA has been approached for comment.
