‘Irresponsible’ M&S advert banned because the model used looked ‘unhealthily thin’

M&S has had one of its adverts banned because the model they used looked “unhealthily thin” in the image.

The advert, which appeared on the supermarket’s app, showed a woman wearing slim-fit black trousers and a white long-sleeved off-the-shoulder top. She had one hand in her pocket and the other holding a black bag.

It has now been removed after the Advertising Standards Authority (ASA) concluded that the model looked “unhealthily thin” and said the ad was “irresponsible”.

They claimed the model’s collar bones were “very prominent,” her body “appeared thin,” and she was wearing large pointed shoes which “emphasised the slenderness of her legs”.

“Further to that, in part due to the camera angle which appeared tilted downwards, the model’s head appeared out of proportion with the rest of her body and further highlighted her small frame,” the ASA added.

An advert by Marks & Spencer (M&S) has been banned because the model appeared to be "unhealthily thin".

The Advertising Standards Authority (ASA) said the pose of the model and the choice of clothing made the advert "irresponsible". pic.twitter.com/tlCUjqxTff

— Breaking News (@NBreakinglatest) July 23, 2025

M&S clapped back in response, claiming their “inclusive women’s wear clothing represented a full spectrum of sizes” so they could “appeal to all customers and ensure inclusivity” as well as “responsibly promoting aspirational fashion”.

The company said they take body image concerns in their advertising “very seriously,” insisted that all models used were size eight, and said they were selected for their health and well-being.

“They said as standard practice, they ensured that all models were in good health, and that they complied with industry standards and best practices to avoid promoting unhealthy body images,” the ASA revealed.

“Neither element was intended to make the model’s collar bones appear prominent and their appearance was only incidental. Similarly, the camera angle had been chosen to best depict the product and the wider holiday setting and had not been chosen to exaggerate the model’s proportions.”

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M&S claimed the model’s pose was chosen to evoke confidence, not accentuate her slimness. However, they have since removed the images and amended the advert.

It comes after the supermarket suffered a major cyber attack earlier this year, for which four people have been arrested in connection with.

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Featured image by: Geoffrey Swaine/Shutterstock