Why the Banning of Marks and Spencer’s Ad Sparks a Bigger Conversation About Body Standards

More than 70% of teenagers say they feel pressured by social media and advertising to look a certain way. That number should concern anyone who pays attention to mental health, body confidence, or the kind of messages young people absorb.

So when Marks and Spencer ad banned made headlines for featuring an unhealthily thin model, it caused more than a ripple. It triggered over 75 complaints to the UK’s advertising standards authority (ASA). Now, the ad has been pulled. Not because it broke any explicit rule, but because it touched a nerve that has been exposed for years.

Let us unpack what happened, why Marks and Spencer ad was banned, and what it says about the image-heavy world we live in.

What Happened with the Marks and Spencer Ad

Marks and Spencer ad banned after it launched a summer campaign that included various images of women modeling swimwear. Among them was one image that led to the controversy. It showed a model reclining in a bikini, sunglasses on, with her ribs and collarbones visibly defined.

People who saw it described her as an unhealthily thin model. The ASA reviewed the case and concluded that the model’s appearance, combined with her pose, made her look underweight. Even though Marks and Spencer argued that the model was healthy and naturally slim, the ASA said the ad presented a body image in advertising that could have a negative impact on viewers.

So the ad was banned.

It is a decision that sparked praise, criticism, and plenty of debate.

Why the Model’s Appearance Created Backlash

This was not about the model herself. She is a working professional. No one was attacking her body or her right to work in fashion.

The problem lay in how her body was presented. When someone lies down, the skin pulls in, and bones can naturally appear more prominent. But when that image is part of a brand campaign, it becomes more than just a photo. It becomes a signal.

That signal says, “This is what looks good. This is what is worth showing. This is what you should strive to look like.” For people already struggling with how ads affect body perception or eating disorders, these signals can land hard.

It is not about censoring slim bodies. It is about recognizing how visual context shapes perception.

Understanding Advertising Standards

The ASA looks at more than just the intent of the ad. It examines how it might be received by the public. The bar is high. Very few banned ads UK exist for how a model looks. But in this case, the ASA bans M&S ad because the presentation of the model could be considered irresponsible.

Here is the key point. The issue was not the model’s weight, but the impression the photo created. There was no balance. No body diversity in brand campaigns. No visual clues that this was just one kind of body among many.

The advertising standards authority has been clear that ads should avoid idealizing very thin bodies if they are likely to harm public health or promote unrealistic beauty standards.

How Brands Influence Body Image

There is a long history of fashion and retail brands promoting thinness. For decades, runways, magazines, and commercials celebrated size-zero frames. Social media added fuel to that fire.

Although some progress has been made, many people still feel left out of the conversation.

Brands carry enormous cultural weight. When they release a campaign, they are not just selling clothes. They are selling identity, beauty, and belonging. When only one kind of body is shown, the message feels narrow.

Studies show that exposure to idealized bodies can lead to dissatisfaction, low self-esteem, and harmful behavior. One recent survey found that 43% of women felt worse about their bodies after looking at fashion ads. This highlights the impact of fashion ads on mental health and reinforces the need to question the fashion industry body standards that continue to shape public perception.

That should be enough to make brands think harder about their choices.

Are Fashion Ads Fueling Unrealistic Expectations?

Let us be honest. Fashion ads are carefully staged. Lighting, angles, makeup, postures, all of it works together to create a polished version of reality.

The issue is not the polish. It is the pattern. When every campaign looks the same, the message gets embedded over time. Even if people know intellectually that the images are curated, emotionally it can still hit hard.

Just as constant airbrushing created unrealistic skin expectations, constantly showing unhealthily thin model images does the same with shape.

Fashion is aspirational by design. But the goalposts have shifted. People now want representation more than fantasy. They want to see bodies that look like theirs.

The shift is already happening in parts of the industry. The question is whether others will follow.

The Thin Line Between Aesthetic and Harm

Art direction is subjective. What looks elegant to one person might look unhealthy to another. But there are some moments where taste needs to yield to impact.

Photographers and marketers know how to use poses to emphasize certain features. In this case, the model’s pose accentuated her ribs and thin frame. The ASA bans M&S ad based on this.

The decision did not blame the model. It did not accuse Marks and Spencer ad banned for intentionally promoting thinness. But it asked a deeper question: What is the cumulative effect of this kind of imagery?

That is the question more brands should be asking.

Real-World Impact on Viewers

An advert does not exist in isolation. It lands in the middle of a culture shaped by Instagram filters, influencer body trends, and rising anxiety.

Eating disorder clinics in the UK report rising demand. Mental health professionals link media imagery to how ads affect body perception. Young people often compare themselves harshly to what they see online and in advertising.

So when a major brand presents an image that might look like it belongs in a 1990s runway show, it feels out of step. The world has moved forward. Advertising needs to catch up.

Representation matters. When people see themselves reflected in media, they feel more visible, more valid. That sense of visibility can be a powerful tool for mental wellbeing and helps combat unrealistic beauty standards.

How the Industry Can Do Better

This is not about canceling thinness. It is about balance. Brands can show slim models, athletic builds, curvy bodies, older people, disabled people, all without losing aesthetic value.

Some fashion houses have embraced this shift. Rihanna’s Savage X Fenty shows models of all sizes. Dove’s long-running campaign for real beauty featured women with wrinkles, scars, and body diversity in brand campaigns.

Retailers like ASOS and H&M have started using size-inclusive models without fanfare. That kind of quiet integration does more than any press release. It signals a change that feels real.

For others, the message is simple. Rethink what beauty means. Look at the whole population. Design campaigns that show range, not repetition. This reflects the core of responsible advertising UK principles that more brands are starting to embrace.

Final Thoughts

The Marks and Spencer ad banned is not the end of the world. But it might be the start of a better conversation. One where brands take more care with how they present bodies.

No one wants censorship. But people do want care. They want marketing that feels conscious of the ripple effects. The ASA bans M&S ad may feel strict to some, but it is grounded in something important, protecting public wellbeing.

Consumers today are smart. They can tell the difference between style and pressure. They can appreciate beauty without being made to feel like they are falling short.

If the fashion industry body standards continue to evolve, and if brands truly understand the impact of fashion ads on mental health, there is a chance to rebuild trust.

Let this be a moment to reflect on why Marks and Spencer ad was banned and how it connects to broader issues like body image in advertising, banned ads UK, and responsible advertising UK.

If the industry listens, there is a better future ahead, for everyone.