Why This M&S Fashion Campaign Sparked Body Image Debate

A Marks & Spencer fashion advertisement has been pulled from circulation after the UK’s Advertising Standards Authority (ASA) concluded that the model featured appeared “unhealthily thin” and that the campaign was “socially irresponsible.”

The image, which appeared on the M&S mobile app, showed a model dressed in slim trousers and a white top. According to the ASA, the styling, combined with the model’s visibly slender frame and oversized shoes, accentuated a body image that could be considered problematic, particularly in the current digital climate heavily influenced by social media and body aesthetics.

M&S responded by emphasizing its commitment to inclusivity in fashion, noting that its clothing ranges from sizes 8 to 24. It also clarified that the model in question wore a size 8, the lower end of its size offering. While the company defended the intent behind the ad, it has since removed the image, acknowledging the ASA's guidance and issuing an apology for any offense caused.

Branding experts expressed surprise at the ruling. Vicky Bullen, CEO of Coley Porter Bell, said the decision was unexpected given M&S’s reputation for promoting a broad range of sizes. “This doesn’t align with the inclusive brand positioning they’ve consistently championed,” she noted.

The ASA’s decision is part of a wider push to hold advertisers accountable for the imagery they promote, particularly regarding body image. Earlier this year, another retailer, Next, had an advert banned for similar reasons. While Next disagreed with the decision, arguing the model had a “healthy and toned” appearance, the ASA maintained its stance.

Jessica Tamsedge, CEO of Dentsu Creative UK and a member of the ASA’s industry advisory panel, highlighted how body image concerns frequently surface in advertising oversight. She explained that specific guidance exists around visual presentation, including angles, lighting, and poses, to avoid promoting unrealistic or harmful body standards.

Tamsedge also emphasized that the issue isn't confined to female representation. “While the ‘skinny’ ideal for women gets more attention, there’s growing pressure on young men to conform to lean, muscular ideals, especially in fitness and supplement advertising.”

The case underscores the evolving expectations on fashion brands to balance aspirational imagery with social responsibility in a digital world increasingly driven by appearance and influence.