Who: The Advertising Standards Authority (ASA) and Next Retail Ltd t/a NEXT
Where: United Kingdom
When: 12 February 2025
Law stated as at: 12 March 2025
What happened:
Next’s website ad featured a model in denim leggings, highlighting her legs in a close-up shot. The model was in a relaxed pose, sitting on a wooden block, with her left leg bent and her right leg extended towards the camera. The model wore red pointed shoes that were positioned at the edge of the frame and the shot was taken from a low angle.
The complainant, who believed that the model appeared unhealthily thin, questioned the ad’s responsibility.
The ASA upheld the complaint. Overall it considered that the model’s pose, camera angle and styling in the ad strongly emphasised the slimness of the model’s legs, therefore giving the impression that she was unhealthily thin.
Next responded that it believed the model’s proportions to be balanced, especially given her height, which was 5 feet 9 inches. It wanted to highlight that the leggings were available in a wide range of sizes, including extra-long lengths. It had chosen the model’s neutral expression and relaxed, seated pose to show that the leggings fit both straight and bent legs.
However, the ASA considered that the model’s pose – the sharp angle at which the model’s left leg was bent – drew attention to her knee, which was prominent underneath the tight-fitting leggings. The ASA said that this angle accentuated the model’s tall physique and further emphasised the slimness of her legs.
Next also said that it had not digitally altered the model’s appearance and that the leggings were not tailored to fit her. However, it did adjust the image to bring the leggings further down towards the model’s ankles on both legs without changing her proportions. Next said that the model’s feet were proportionate to her height and the shoe style was a suggestion of how to style the leggings.
The ASA considered that the contrasting colour of the shoes with the blue leggings and t-shirt drew attention to the model’s feet. The pointed shape of the shoes and their positioning added to the impression of the model’s elongated legs, further emphasising their slimness.
The ASA also considered other images within the product listing featuring the same model. Because of a different pose and the angle at which those other photos were taken, the ASA considered that the model did not appear unhealthily thin in those particular images. It noted that these differences visibly impacted the model’s body appearance within each of the images in question.
Why this matters:
The UK Committee of Advertising Practice (CAP) and the Broadcast Committee of Advertising Practice (BCAP) concluded last year that the existing UK advertising codes are sufficient in terms of protecting consumers in relation to addressing potential harms arising from body image in advertising. However, CAP and BCAP have committed to monitoring this area further, particularly regarding emerging issues such as the use of artificial intelligence in advertising and its potential to promote harmful body image ideals.
Clothing retailers need to be aware of the current UK Code of Non-broadcast Advertising and Direct and Promotional Marketing rules on social responsibility (specifically rule 1.3), and use the ASA’s rulings as guidance when featuring individuals in their ads. Businesses need to be especially careful not to depict models in a way which makes them appear underweight or unhealthy. The ASA highlights that it does not suggest that models are unhealthy – rather, it will consider how the models are presented in ads and how an audience is likely to view them. In this ruling, the ASA drew a distinction between features that would make a model look unhealthy thin, and those that would not. The businesses’ creative teams therefore need to take this guidance into consideration when preparing advertising campaigns.
