Advert featuring 'skinny' model with 'prominent rib cage' banned by ASA

Fashion brand Nasty Gal has been forced to take down an advert after complaints the featured model is ‘too skinny’.

The advert, which has been banned by the Advertising Standards Authority, features the single model in a series of different scenarios: playing tennis, misting herself with water, diving into a pool and enjoying a drink.

Although some of these shots make the model look ‘in proportion’, others make her look ‘unhealthily underweight‘, said the ASA.

They took particular issue with a shot of the model spraying mist on herself, where her ribcage is prominent.

The statement said: “The ASA considered that while the female model in the ads generally appeared to be in proportion, there were specific scenes, which because of her poses, drew attention to her slimness.’

“Towards the end of the ads were scenes showing the model spraying mist on herself, which placed focus on her chest where her rib cage was visible and appeared prominent.

‘We considered that the model appeared unhealthily underweight in those scenes and concluded that the ads were therefore irresponsible.”

A spokeswoman for Nasty Gal said in a statement the model is 178cm (5ft 11in) tall and weighs 134lbs (60.8kg), giving her a BMI of 18.8. This would make her a healthy weight according to NHS guidelines, which deem anything from 18.5 to 24.9 in the healthy range.

The spokesperson added: “At Nasty Gal we want to do all we can to use our voice to promote body positivity and diversity.

“We have worked with the model in this ad many times and she is represented by one of the world’s leading agencies, whose key priority is the health of their models. Her athletic build is in accordance with the NHS guidelines for a healthy adult woman.”

While there are currently no mandatory weight guidelines for models, there is growing pressure on the British Fashion Council to follow suit from countries such as France, which last year banned unhealthily thin models from the catwalk.

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