The Advertising Standards Authority (ASA) has banned an advert from American fashion brand Diesel featuring model Katie Price.

A paid-for ad was seen on The Guardian news website on 26 March 2025 and featured Price wearing a bikini and holding a handbag.

Text on the advert read: “Diesel Spring Summer 2025”.

The watchdog received 13 complaints against the ad. Some of the complainants believed the ad objectified and sexualised women, while others deemed it irresponsible, as Price appeared to be unhealthily thin.

Diesel responded to the ASA’s investigation, stating that the ad was part of a brand platform, titled ‘The Houseguests’, which aimed to challenge stereotypes within the fashion industry.

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It added that Price fitted the bill as she was 46 years old and had a body type that wasn’t usually featured within high fashion campaigns. They said it was a celebration of the model’s sexuality and empowerment and wasn’t “objectifying, degrading or sexualising”.

In response to queries believing Price was underweight, Diesel stated that she was slender but had excellent muscle tone and was not unhealthily underweight.

The brand believed the ad was compliant with the CAP Code but removed the work from The Guardian’s website. It also reported that the campaign had appeared in over 100 countries globally and had not received any other complaints.

The Guardian also responded to the ASA’s queries, stating “the ad had been served programmatically and automatically via the open digital advertising marketplace”.

The ASA also blocked the ad from appearing after receiving a complaint on 4 April.

On the first issue of oversexualisation, the body upheld the motion and ruled the ad breached CAP Code (Edition 12) rules 1.3 (Social responsibility) and 4.1 (Harm and offence).

On the second issue of the model appearing unhealthily thin, the regulator dismissed the motion.