Unhealthy model body not irresponsible says ASA

An in‑app advertisement for a large online fashion retailer was challenged over concerns it promoted an unhealthy body image as a model’s collarbones were showing. ASA ruled not upheld, finding the content did not breach the responsibility provisions of the CAP Code or encourage unrealistic body standards ASA.

It highlights that in-app fashion marketing must be judged contextually. Stylised imagery alone doesn’t imply irresponsible clear signs of harm.