Ad description
An in-app ad for a dress seen on 1 April 2025, featured a model standing facing the camera, with her hands resting on her hips. The dress had spaghetti straps and a low V-shaped neckline.
Issue
The complainant, who believed that model appeared unhealthily thin, challenged whether the ad was irresponsible.
Response
Asos.com Ltd t/a Asos said they recognised their responsibility to both consumers and society and did not consider the ad to be irresponsible or in breach of the CAP Code. They offered an extensive range of sizing to promote accessibility and inclusivity in fashion. Their model selection was intentionally diverse, representing a variety of body types. The model featured in the ad was one of many who reflected the broad spectrum of their global customer base.
They said that all models booked by ASOS were measured according to specific industry standard guidelines during casting. They collaborated with reputable model agencies worldwide to ensure that all models were healthy and regularly reviewed a model’s measurements to maintain those standards.
Assessment
Not upheld
The ASA noted that the low-cut design of the dress drew attention to the model's upper chest area, creating a focal point around her collarbones. Her pose, with arms positioned on her hips and shoulders pulled back, enhanced the prominence of her collarbones and sternum, emphasising her slender physique. However, we considered that her face, arms, neck and waist appeared to be in proportion to the rest of her body, and she did not appear gaunt or unwell. We considered that, although the model was slim, and her pose emphasised this, she did not appear to be unhealthily thin or significantly underweight. We therefore concluded that the ad was not irresponsible.
We investigated the ad under CAP Code (Edition 12) rule 1.3 (Responsible advertising), but did not find it not in breach.
Action
No further action necessary.