The Advertising Standards Authority (ASA) has banned an advert from clothing label Drop Dead in the UK over its use of a super skinny model.
The controversial ads, which feature an anorexic-looking model posing in the British brand’s swimwear, were deemed “socially irresponsible” by the advertising watchdog.
ASA claims the adverts were sending out the wrong message to the brand’s target market of young women.
The Advertising Standards Authority said in a statement: "In the bikini images her hip, rib and collar bones were highly visible. We also noted that in the bikini and denim shorts images, hollows in her thighs were noticeable and she had prominent thigh bones. We considered that in combination with the stretched out pose and heavy eye makeup, the model looked underweight in the pictures."
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Drop Dead branded the media watchdog’s ruling “unreasonable” and insisted its model was a “standard size eight”.
“While many people in the UK may find a size eight too slim, a size eight is a normal UK clothing size,” said the fashion label.
Drop Dead is the latest in a string of well known brands that have had their adverts banned by ASA.
Marc Jacob’s Oh, Lola! fragrance ad starring Dakota Fanning was banned earlier this week. ASA accused the Lolita-inspired advert of sexualising children.
Retail Digital reported earlier this year how a series of L’Oreal make-up ads featuring Julia Roberts and Christy Turlington were pulled because ASA believed them to be misleading and dishonest.
