ASA bans Gucci ad for featuring 'unhealthily thin' model

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The UK ad watchdog took issue with an image that appeared in the digital version of The Times

LONDON — The UK's Advertising Standards Authority has banned an ad by Guccio Gucci, the Italian fashion house that owns the Gucci brand, for featuring a model who looked "unhealthily thin."

The ad featured a woman leaning against a wall wearing a long dress up to her calves. Another image showed a woman sitting on a sofa wearing a skirt showing off her legs.

They appeared at the end of a video for the brand in December last year on

Guccio Gucci said that whether the models looked unhealthily thin was a "subjective issue" and that they had slim builds.

The Times agreed with the brand that the models did not look unhealthily thin.

The ASA said it believed that the first image, with the girl leaning against the wall, made the model look unhealthily thin.

In its ruling today, the ASA said, "We considered that her torso and arms were quite slender and appeared to be out of proportion with her head and lower body.

"Further, her pose elongated her torso and accentuated her waist so that it appeared to be very small.

"We also considered that her somber facial expression and dark makeup, particularly around her eyes, made her face look gaunt."

This article first appeared on


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