Next Retail Giant Faces Advertising Ban Over Controversial Model Image

The Advertising Standards Authority (ASA) has imposed a ban on Next’s recent marketing campaign, citing concerns over the portrayal of an “unhealthily thin” model in their digitally manipulated advertisement for power stretch denim leggings.

The high street retailer acknowledged digitally altering the images, specifically extending the length of the leggings to maintain product focus. Despite Next’s defence that their model selection encompasses diverse body types from slim to plus size, the watchdog’s investigation revealed significant issues with the advertisement’s presentation.

The ASA’s scrutiny highlighted that while the model’s facial features appeared normal, the combination of low-angle photography and digital manipulation created a problematic representation. The regulatory body emphasised that this specific camera angle, coupled with the pose and styling, dramatically accentuated the model’s slender physique, particularly her legs.

This regulatory action aligns with the ASA’s established pattern of monitoring fashion advertising. Notable precedents include bans on campaigns by luxury brands Gucci and Yves Saint Laurent for similar concerns regarding model representation. Even campaigns featuring prominent figures like Julia Roberts and Christy Turlington faced restrictions due to excessive digital enhancement.

The financial implications for retailers navigating advertising regulations continue to intensify, with brands facing increased scrutiny over their marketing practices. Next must now revise their advertising approach, ensuring future campaigns meet responsible imaging standards while maintaining commercial effectiveness.

This incident serves as a crucial reminder to retail sector stakeholders about the delicate balance between creative marketing and ethical advertising practices, particularly in an era of heightened awareness regarding body image representation.