Underweight Model Advert – Banned By Advertising Standards Authority

A Yves Saint Laurent fashion advertisement featured in the Elle magazine (U.K) showing an unhealthily skinny model, has been banned by the Advertising Standards Authority (ASA).

The advert in question featured a black and white image of a woman lying on the floor with her hands on her head, and eyes closed.  She was wearing a short black dress, a leather jacket and high heal shoes.  The lighting effect and the pose used, highlighted the models thin rib cage and two thin legs.

After a complaint from an Elle magazine reader challenging how irresponsible the photograph in the advert is, the ASA ordered for this advertisement to be banned, as it ruled the featured model used was unhealthily thin and agreed this is irresponsible.

The ad breached CAP Code (Edition 12) rule 1.3 (Responsible advertising).

Yves Saint Laurent indicated they didn’t agree with the complainant, but didn’t give a detailed response.  Elle magazine refused to comment on the issue.

 Advert Banned Over Thin Model

CNN News – 3rd June 2015

Charities such as the Anorexia and Bulimia Care (ABC), and BEAT applaud this ruling as it sends out a clear message that unhealthily thin models are not acceptable.
While many eating disorders are usually caused from underlying emotional or trauma issues, images of unhealthily thin models has an impact on those with the disorders by triggering disordered thinking and behavior.
An alarming rate of teens with eating disorders is rising globally, therefore it is good to see the ASA taking a responsible approach to this issue.
Earlier this year in April 2015 – France Banned the use of Super Skinny Models.  It is also hoped that more countries take responsibility and do the same.

Article written by Wen Dee

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