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.

+ Read more - Show less

Latest rulings

Max Mara Fashion Group Srl
- Upheld
- Magazine (paid ad)
- 05 May 2021
A magazine ad for a clothing retailer was banned for including a model who appeared unhealthily thin.
Justyouroutfit.com Ltd t/a Just Your Outfit
- Upheld
- Internet (on own site)
- 21 April 2021
Three website listings for clothing products were banned for misleadingly implying that they contained exclusively faux fur with no real animal fur.
Babyboo Fashion Pty Ltd t/a Babyboo Fashion
- Upheld
- Social media (paid ad)
- 14 April 2021
A paid-for Instagram post by an online clothing retailer was banned for being likely to cause serious or widespread offence by objectifying women.
Prettylittlething.com Ltd
- Upheld
- Internet (social networking)
- 07 April 2021
A TikTok post by influencers promoting a fashion brand broke the CAP Code as it was not obviously identifiable as an ad.

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

Thinking outside the (subscription) box

Collect Clothes, Not Complaints: Charity collection bags

Sexualised Imagery in fashion ads

Picture perfect? Advertising and body image

Don’t miss out on this ‘Daily Deal’ Insight!

Sexualisation of children: perfume and underwear ads

Latest rulings

Max Mara Fashion Group Srl

Justyouroutfit.com Ltd t/a Just Your Outfit

Babyboo Fashion Pty Ltd t/a Babyboo Fashion

Prettylittlething.com Ltd

Help getting it right

Popular advice

Social Responsibility: Body Image

Enforcement Notice: Misleading 'Faux Fur' claims in clothes and accessories

Amber Jewellery

Relevant codes