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05 June 2015

Ad Fail of the Week: Yves Saint Laurent's "unhealthily thin" model

   



Uh-oh, French fashion brand Yves Saint Laurent came under fire from the Advertising Standards Authority (ASA) this week for a new ad depicting a model that was deemed to be “unhealthily underweight”.

The ASA ruled a ban on the ad, which featured in Elle magazine, showing the model laid on the floor with her hands on her head exposing her chest which the regulator decided that “due to particularly lighting effect in the ad” highlighted where the model’s “rib cage was visible”.

The regulator stated: “Her thighs and knees appeared a similar width… particularly in light of her positioning and the contrast between the narrowness of her legs and her platform shoes. We therefore considered that the model appeared unhealthily underweight in the image and concluded that the ad was irresponsible”.

Advertisers beware – the ASA is watching, so take this as a cautionary tale if you're planning to use ultra-thin models in ads.

Yves

   



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