The Ad Standards community panel has upheld a complaint against a Yves Saint Laurent sponsored Instagram ad, which breached the Health and Safety section of the advertising code.
The brand is the second to breach this provision of the code, after the rules were tightened in 2018.
The advertising featured a person standing on a rocky beach, wearing black stockings, a green and blue skirt, a silk tank top and holding a blue blazer over one shoulder.
The text 'Saint Laurent' was superimposed over the image.
The complaint about the advertising was in relation to the model's body and the impact this could have on the community.
"The model in the advertisement is emaciated or otherwise appears to be extremely thin," the complainant said.
"This advertisement creates the impression that being underweight is desirable for women.
"It is irresponsible and potentially triggering to some members of the community."
The panel noted that the person depicted in the advertisement was very thin and that their clavicle bones were visible, their arms and legs were very slender and their thighs had a concave appearance.
The panel considered that their cheekbones looked skeletal and although this may have been highlighted by the makeup used, the impact was the same.
When considering if the ad breached the code, the panel considered the practice note to the section of the code, which states:
"Advertising must not portray an unrealistic ideal body image by portraying body shapes or features that are unrealistic or unattainable through healthy practices.
"Exposure to unrealistic body ideals can lead to harmful body dissatisfaction and disordered eating and for this reason it is not acceptable in advertising."
While the code allows for bodies of all types to be featured in advertising, it suggests that advertisers should take care to avoid images of people with extreme body weights or shapes that are unrealistic or unattainable through healthy practices.
Overall, the panel considered that the person depicted in the advertisement looked emaciated and considered that while the model may not actually be unhealthy, the impression of the advertisement was of a person that looked thin to a degree that would not be attainable by healthy practices.
The panel noted that the community would consider such an image to be indicative of an unhealthy body image.
Therefore, the complaint was upheld and it was found that the advertisement did breach the code.
In response to the determination, Saint Laurent released a statement which stated that the model's body adhered to health guidelines.
"Saint Laurent respects the Community Panel’s decision; however, it respectfully disagrees that the advertisement depicted an unhealthy body image.
"As a general principle, all models appearing on any Saint Laurent campaign or fashion show must comply with strict medical regulations guaranteed by the agencies representing these models.
"The model depicted in this image complied with those medical requirements which are strictly and regularly controlled.
"Please note the image was taken from the Saint Laurent Winter Fashion show and was included on Instagram to promote that fashion show and allow followers of the brand early access to upcoming Saint Laurent releases.
"The image was available for two days, from May 3 to May 5. No other usage of the image is planned," the brand said.