Ad description
A TV ad, for a high street clothing store, featured a female model wearing a jacket and high heels, striking different poses for the camera.
Issue
Nine complainants challenged whether the ad was offensive and harmful because they believed:
1. the model looked unhealthily thin; and
2. could give an unrealistic idea of a desirable body image to children and younger viewers.
3. One complainant, who believed that the ad could cause unhealthy eating habits in vulnerable people, in an attempt to look like the model shown, challenged whether the ad was socially irresponsible.
Response
1., 2. & 3. H&M Hennes & Mauritz UK Ltd (H&M) said they regretted that some viewers interpreted the image as showing an underweight model and that this could send out a negative message. They said the campaign intended to show their latest fashion and business idea: fashion and quality at the best price. They said they did not intend to convey specific ideals but strived to use different characters, expressions and cultural backgrounds. They said they had an advertising policy which included not working with models that were significantly underweight and were committed to not working with models that could be considered as significantly underweight. They understood that, because their advertising had a big influence, they had a responsibility that they took seriously and said they would take the complaints into consideration in their future advertising.
1., 2. & 3. Clearcast said the ad mostly showed the model's legs. They said, although her legs were long and slim, she did not look unhealthy or emaciated. They said it was clear that the ad promoted the attractiveness of the coat and its low price and did not imply that viewers should attempt to look like the model.
Assessment
1., 2. & 3. Not upheld
We welcomed H&M's assurance that they would take the complaints into consideration for their future advertising campaigns. We acknowledged that the model was slim and wore a short coat and high heeled shoes, which emphasised the length and slimness of her legs. However, we considered the ad was typical of those used for fashion products and that the model did not appear too thin for her frame, nor did she look unhealthy or emaciated. We noted the ad showed the model striking various poses in the coat and that on-screen text stated £24.99. We considered most viewers, including young children and women, would interpret the ad as promoting the design and price of the coat, rather than a desirable body image. We also considered viewers were unlikely to interpret the ad as encouraging unhealthy eating habits in vulnerable people, in an attempt to look like the model.
We considered that the ad was unlikely to be seen as irresponsible, or cause harm or serious or widespread offence. We concluded that the ad did not breach the Code.
We investigated the point under BCAP Code rules 1.2 1.2 Advertisements must be prepared with a sense of responsibility to the audience and to society. (Social responsibility) and 4.1 4.1 Advertisements must contain nothing that could cause physical, mental, moral or social harm to persons under the age of 18. and 4.2 4.2 Advertisements must not cause serious or widespread offence against generally accepted moral, social or cultural standards. (Harm and offence) but did not find it in breach.
Action
No further action necessary.
