Ad description
A poster, for Calvin Klein swimwear, featured a photograph of a male and a female model in garments from the range.
Issue
The complainant challenged whether the ad was irresponsible and offensive, because the female model appeared to be underweight.
Response
Calvin Klein Inc. (CK) said it was long established, in the apparel industry, for swimwear ads to feature young, toned models dressed in swimwear, such as the models featured in the present ad. They believed both models were of a similar physique allowing for the natural differences between the genders.
CK said the female model had a naturally tall and slim physique. It was their belief that she was in good health and had never had an "underweight" issue. They provided a letter from the model's agent that stated their belief that she had a suitable Body Mass Index (BMI) for working in the fashion industry.
Assessment
Not upheld
The ASA noted the ad was for Calvin Klein swimwear and depicted the models in items of clothing from that range. We considered the female model had a slim and toned physique, and that the outfit she was wearing, along with her pose, emphasised her body shape. We considered, however, that the ad was reflective of images generally seen in swimwear ads, and that the female model did not look underweight. We therefore concluded that the ad was not irresponsible.
We investigated the ad under CAP Code (Edition 12) rules
1.3
1.3
Marketing communications must be prepared with a sense of responsibility to consumers and to society.
(Social responsibility) and
4.1
4.1
Marketing communications must not contain anything that is likely to cause serious or widespread offence. Particular care must be taken to avoid causing offence on the grounds of race, religion, gender, sexual orientation, disability or age. Compliance will be judged on the context, medium, audience, product and prevailing standards.
Marketing communications may be distasteful without necessarily breaching this rule. Marketers are urged to consider public sensitivities before using potentially offensive material.
The fact that a product is offensive to some people is not grounds for finding a marketing communication in breach of the Code.
(Harm and Offence) but did not find it in breach.
Action
No further action necessary.
