Ad description

An ad published in The Times which promoted the opening of a new Saint Laurent shop in London featured a black and white image of a model wearing a dress and throwing her head back.


The complainant challenged whether the ad was irresponsible because they believed the featured model was unhealthily thin.


Yves Saint Laurent SAS indicated that they did not agree with the complainant's view that the model was unhealthily thin, but did not provide a detailed response.


Not upheld

The ASA noted the model used in the ad had very long and slim legs. However, her legs were generally in proportion with the rest of her body and, while she was very slim, we considered that she did not appear to be unhealthily underweight. We 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.  (Social responsibility) but did not find it in breach.


No further action necessary

CAP Code (Edition 12)


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