Ad description
An email, for activewear clothing company Suki Shufu, dated 23 July 2016, featured a woman, photographed from the waist upwards, wearing a cropped sports top.
Issue
The complainant, who believed the model appeared unhealthily thin, challenged whether the ad was irresponsible.
Response
Suki Shufu LLP said the image used in the email was a pre-processing image taken from a forthcoming look-book, which highlighted their latest collection, and had the theme of 'dance'. The selection criteria for choosing the model included the requirement to demonstrate the lines and posture of a dancer. The international model and ballerina who was selected, fit the brief as she had the physique of a dancer and was athletic. They said she did not look unhealthy and therefore disagreed that the image was irresponsible.
Suki Shufu said the email was sent to people who had requested updates from them; they had not received any negative feedback on the photograph. Because the image had not been through post-production processing, it was not intended to be used in the same form elsewhere.
Assessment
Upheld
The ASA considered that the lighting effect in the ad drew focus to the model’s collarbone, which was jutting out and particularly prominent. The angular pose of her right arm, with the elbow pushed back, made it look very thin, which was further emphasised by dark shading that made the elbow look bony. Although her rib cage was not fully visible, shadow made it appear narrow, while bright light accentuated the contours of the model’s shoulder bones.
The model was wearing a large hat, and although what could be seen of her face did not appear to be gaunt or unhealthy looking, because her shoulders were pushed forward, her head appeared to be out of proportion with her body. We considered that the overall impression was that the model appeared to be unhealthily thin and therefore concluded that the email was irresponsible.
The email breached CAP Code (Edition 12) rule 1.3 1.3 Marketing communications must be prepared with a sense of responsibility to consumers and to society. (Responsible advertising).
Action
The ad must not appear again in its current form. We told Suki Shufu LLP to ensure that the images in their ads were prepared responsibly.
