The Advertising Standards Authority (ASA) has rejected a claim that an online Asos ad featured a female model who was “unhealthily thin”.

The online fast fashion and cosmetic retailer’s ad featured a model standing, facing the camera, with her hands resting on her hips. The dress had spaghetti straps and a low V-shaped neckline.

The complainant, who believed the featured model appeared “unhealthily thin”, challenged whether the ad was irresponsible.

Responding to the ASA, Asos said they recognised their responsibility to both consumers and society and did not consider the ad to be irresponsible or in breach of the CAP Code. They offered an extensive range of sizing to promote accessibility and inclusivity in fashion.

Subscribe to Marketing Beat for free

Sign up here to get the latest agency-related news sent straight to your inbox each morning

The retailer added that its model selection was intentionally diverse, representing a variety of body types and the model featured in the ad was one of many who reflected the broad spectrum of its global customer base.

They added that all models booked by ASOS were measured according to specific industry standard guidelines during casting.

The ASA report said: “[We] noted that the low-cut design of the dress drew attention to the model’s upper chest area, creating a focal point around her collarbones. Her pose, with arms positioned on her hips and shoulders pulled back, enhanced the prominence of her collarbones and sternum, emphasising her slender physique.”

It concluded: “We considered that her face, arms, neck and waist appeared to be in proportion to the rest of her body, and she did not appear gaunt or unwell. We considered that, although the model was slim, and her pose emphasised this, she did not appear to be unhealthily thin or significantly underweight.”

Rejecting the complaint, the regulator has decided that no further action is needed and has cleared Asos of any wrongdoing in regards to this particular campaign.