Ad description

A paid-for Facebook ad for Boux Avenue, seen on 1 March 2021, featured an image of a woman wearing lingerie.


The complainant, who believed the featured model appeared unhealthily thin, challenged whether the ad was irresponsible.


Boux Avenue Ltd said that the image had been shot and submitted by the customer depicted in the ad. They said the image had not been presented in an aspirational context and was part of a campaign that featured models of various body shapes and sizes and had not focused on, or singled-out, a particular body type to portray.


Not upheld

The ASA acknowledged that the model was slim, and we noted that the pose of the shot and style of the clothing emphasised the size of her waist. Her collarbone and ribs on one side were also visible. However, we considered her face, arms, and legs appeared to be in proportion to the rest of her body, and she did not seem gaunt or unwell. Overall, we considered that, although the model was slim, she did not appear to be unhealthily thin or significantly underweight and therefore concluded that the ad was not irresponsible.

We investigated the ad under 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), but did not find it in breach.


No further action necessary.

CAP Code (Edition 12)


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