Watchdog bans Marks & Spencer ad over _unheathily_ thin model

The Advertising Standards Authority (ASA) in the UK has banned an advertisement by Marks & Spencer for featuring an “unhealthily thin” model.

Four complainants raised issues with four ads featured across the retailer_s website_ app and an email_ questioning whether they were “socially irresponsible”.

The imagery addressed_ seen in April and May 2025_ features female models wearing either pink polka dot dresses or slim fit trousers and a white top.

In one image_ a model_s collar bones appear prominent_ while in another_ the “model_s body appeared thin”_ the ASA deduced.

Responding to the claims_ Marks & Spencer confirmed that the models within the ads were size eight_ and were chosen “not only for their professional suitability but also for their health and wellbeing”.

The retailer said that it ensured “all models were in good health”_ as “standard practice”_ and that it “complied with industry standards and best practices to avoid promoting unhealthy body images”.

While Marks & Spencer addressed the concerns_ amending the ads and removing the specific images_ ASA made the move to ban one of the images in question_ in which the model “appeared unhealthily thin”_ concluding that as such “the ad was irresponsible”.