Fashion giant ASOS pulls ad over complaint about ‘unnaturally slim’ model

A leading global retailer has copped a serve from Australia’s advertising watchdog for promoting unhealthy body shapes with the use of an apparently doctored image of a model.

Leading fashion brand ASOS has copped a serve from Australia’s advertising watchdog for promoting unhealthy body shapes with the use of an apparently doctored image of a model.

The London-based fashion giant decided to remove the ad, which featured a model wearing a $42 chocolate brown tank top and stated the model’s height and the size of the top.

According to Ad Standards, a complainant raised concerns about the ASOS ad on the grounds that the model was “extremely slim to a point that she did not seem to reflect a healthy or realistic body type for that height and size”.

“The complainant expressed concern that this image could perpetuate unhealthy body standards,” Ad Standards said.

The online ASOS ad featured a model with what was described as an “unnaturally slim and long waist”.

An Ad Standards Community Panel assessed the ad and found that the model was clearly of slender build while standing at an awkward angle, which they believe exaggerated her slim waist.

“The panel considered that this image appeared to have been altered to create an impression that the model was thinner than normal,” the Ad Standards decision said.

“The panel noted that there were other images featuring this model, and that these appeared to represent what could be considered a healthy, albeit lean body image.”

Ad Standards said the majority of the panel considered the image in question “appeared to have been altered to emphasise an unnaturally slim and long waist”.

“The Panel considered that this alteration appears to have distorted the image to such an extent that the body shape shown was no longer realistic or attainable through healthy practices, and that this did not align with prevailing community standards on health and safety,” Ad Standard said in its decision.

The ad has been removed after the product was found to have breached the code relating to body standards.

Following the review, it was found that the ASOS product listing breached section 2.6 of the code relating to body standards.

ASOS confirmed it had removed the product listing, adding that it will re-shoot the product imagery if required.

“We would like to take this opportunity to reiterate that ASOS is deeply committed to inclusivity and representation, and we strive to reflect these values across all our marketing communications,” ASOS said in response to the decision.

“As such, our model selection is intentionally diverse, representing a variety of body types.

“The model featured in this image is one of many who reflect the broad spectrum of our global customer base. All models booked by ASOS are measured according to specific industry standard guidelines during casting.

“We collaborate with reputable model agencies globally to ensure that all models are healthy and regularly review a model’s measurements to maintain these standards.”

Originally published as Fashion giant ASOS pulls ad over complaint about ‘unnaturally slim’ model