London-born fast fashion retailer ASOS has been forced to remove a product listing on its website following an Australian Ad Standard review,
The website ad featured a model wearing the ‘ASOS DESIGN cotton ruched tank top in chocolate’. It also features an indication of the model's height and the size she is wearing.
According to Ad Standards, a complaint was made that the model was thin to the point that she did not seem to reflect a healthy or realistic body type for the noted height and size. The complainant expressed concern that this image could perpetuate unhealthy body standards.
ASOS responded to the case review, initially saying they don’t believe it breached the AANA Code of Ethics, particularly under rule 2.6 concerning body image.
“At ASOS, we recognise our responsibility to both consumers and society,” the company shared. “As a brand, we are deeply committed to inclusivity and representation, and we strive to reflect these values across all our marketing communications.
“We offer an extensive range of sizing to promote accessibility and inclusivity in fashion. Our model selection is intentionally diverse, representing a variety of body types. The model featured in this advertisement is one of many who reflect the broad spectrum of our global customer base.”
According to ASOS, all its models are measured according to specific industry standard guidelines during casting. “We collaborate with reputable model agencies worldwide to ensure that all models are healthy and regularly review a model’s measurements to maintain these standards.”
An Ad Standards Community Panel assessed the advertising in question and pointed out that the model was clearly of slender build while standing at an awkward angle, which they believe exaggerated her slim waist.
“The panel considered that this image appeared to have been altered to create an impression that the model was thinner than normal. The panel noted that there were other images featuring this model, and that these appeared to represent what could be considered a healthy, albeit lean body image.”
A minority of the Ad Standards panel considered that the images created an impression that the model, although very lean, did not depict a body shape that was unrealistic or unattainable. However, the majority of the panel considered that the image to which the complainant objected appeared to have been altered to emphasise an unnaturally slim and long waist.
“The panel considered that this alteration appears to have distorted the image to such an extent that the body shape shown was no longer realistic or attainable through healthy practices, and that this did not align with prevailing community standards on health and safety.”
Following the review, it was found that the ASOS product listing did breach section 2.6 of the code relating to body standards.
ASOS confirmed it took down the image, adding that it will re-shoot the product imagery if required.
“We would like to take this opportunity to reiterate that ASOS is deeply committed to inclusivity and representation, and we strive to reflect these values across all our marketing communications,” ASOS shared in response to the panel decision. “As such, our model selection is intentionally diverse, representing a variety of body types.
“The model featured in this image is one of many who reflect the broad spectrum of our global customer base. All models booked by ASOS are measured according to specific industry standard guidelines during casting.
“We collaborate with reputable model agencies globally to ensure that all models are healthy and regularly review a model’s measurements to maintain these standards.”