Next Ad Banned as Pose Made Model Look Too Thin

British retailer Next has had one of its advertisements banned after the Advertising Standards Authority (ASA) ruled that the model’s pose made her appear unhealthily thin. The decision has reignited debates over body image in fashion advertising and the industry's responsibility to promote healthy beauty standards.

Why Was the Ad Banned?

The controversial ad featured a model in a black outfit, striking a pose that accentuated her slender frame. Critics argued that her posture, combined with the lighting and styling, made her look excessively thin, potentially promoting unhealthy body ideals. The ASA reviewed the complaint and concluded that the ad was "socially irresponsible," stating: “The model’s pose exaggerated her thinness, creating an unrealistic body image that could contribute to body dissatisfaction.”

Next’s Response

In response, Next defended the advertisement, insisting that the model was of a healthy weight and that the effect was due to natural angles rather than digital manipulation. However, the retailer confirmed that it would comply with the ASA’s ruling and refrain from using the image in future campaigns.

Advertising & Body Image Concerns

This incident highlights growing scrutiny on fashion brands and advertising ethics. Over the years, multiple brands have faced backlash for promoting unattainable beauty standards. With rising concerns over eating disorders and self-esteem issues, regulatory bodies are becoming more proactive in enforcing guidelines to ensure responsible advertising.

A Push for More Inclusive Representation

The fashion industry has been gradually shifting towards inclusivity, featuring plus-size models, diverse ethnicities, and natural body shapes. However, this ban suggests that there is still a long way to go in balancing artistic creativity with social responsibility.

 

The Next ad ban serves as a reminder that fashion brands must be mindful of how they portray models. As advertising regulations tighten, brands will need to prioritize diversity, responsible marketing, and body-positive messaging to avoid similar controversies.