Clothing, shoes and jewellery

Helpful information on the advertising rules for products or services that relate to any type of wearable garment or accessory, and the fashion industry in general.

Ads for clothing, shoes and jewellery often come under fire for promoting unhealthy body images and causing body confidence issues by showing unrealistic body types. While this is a wider societal debate and provides challenges that regulation doesn’t hold all the answers to, we do our best to ensure ads are responsible and have banned ads that don’t encourage positive body image.

The advertising rules state that ads should be prepared with a degree of social responsibility and in fashion ads, this can mean making sure models don’t appear unhealthily thin. It’s also important in the fashion industry to make sure children are protected and we have strict rules on protecting children from sexualised images and being the object of sexualisation themselves.

Images that feature suggestive or sexualised imagery such as children in heavy make-up or provocative poses are likely to fall foul of our rules. Advertisers should be aware these rules apply to models that look under the age of 16 even if they are in fact older.

Other symbols of youth, such as school uniforms, are also almost certainly unacceptable if used in a sexual context.

Another problem area for ads relating to clothing, shoes and jewellery is hidden charges such as delivery or costs for returning goods. Advertisers, especially those whose sales are largely or exclusively via the Internet, often offer goods at prices that exclude delivery charges. This is only acceptable under the advertising rules if the customer can collect the product themselves, say from a warehouse or retail outlet.

Advertisers should also avoid using definitive claims such as "FREE DELIVERY WHEN SPENDING OVER £200" and "FREE DELIVERY ON ALL ORDERS" if additional delivery charges apply to some postcodes.

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Latest rulings

Antique Jewellery Group Ltd
- Upheld
- Internet (social networking)
- 07 June 2017
A competition run by Antique Jewellery Group, seen in December 2016 on their Facebook page, included text which said "Win a £375 Antique Ring … Enter our festive prize draw and be in the chance of winning this gorgeous tanzanite cluster ring, worth £375".
Hansons of Leicester Ltd t/a CFS Furniture
- Upheld
- Internet (on own site)
- 07 June 2017
A website for CFS Furniture, www.choicefurnituresuperstore.co.uk, seen on 4 January 2017 included a product page for a recliner chair. It stated that the item was in stock, delivery was within 3 to 7 days and included a countdown timer next to text stating, “LIMTED PERIOD: WINTER SALE OFFER ENDS…”.
World Trade Consortium Etna
- Upheld
- Television
- 31 May 2017
Two 27-minute long-form TV ads called "the IT Factor" by Etna World Trade Consortium, a consortium that promoted Italian goods and culture abroad, seen on 14 November 2016:
a. The first ad, seen at 8.00pm, began with what appeared to be a seven-second sponsorship credit which featured an image of the...
herdress.co.uk
- Upheld
- Internet (on own site)
- 24 May 2017
A website for an online clothing retailer, www.herdress.co.uk, seen in January 2017, included a listing for "A-Line/Princess Bateau Long Sleeves Lace Chiffon Court Train Dresses" priced at £84.50.

View all rulings

Clothing, shoes and jewellery

Helpful information on the advertising rules for products or services that relate to any type of wearable garment or accessory, and the fashion industry in general.

Latest news

Sexualisation of children: perfume and underwear ads

Latest rulings

Antique Jewellery Group Ltd

Hansons of Leicester Ltd t/a CFS Furniture

World Trade Consortium Etna

herdress.co.uk

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