YSL advert banned for using unhealthily underweight model
An Yves Saint Laurent advertisement featuring an "unhealthily underweight" model has been banned by the Advertising Standards Authority (ASA).
The advert, which appeared in Elle UK magazine, featured a photo of a woman whose rib cage was visible and appeared prominent, the regulator said. It upheld a reader's complaint that the advert was "irresponsible" for using a model who appeared unhealthily thin.
Yves Saint Laurent (YSL) and Elle UK declined to comment on the ruling.
The ASA said YSL "indicated that they did not agree with the complainant's view that the model was unhealthily thin" but did not provide a detailed response.
Elle UK told the watchdog it had no comment to make on the complaint.
The ASA said the model's pose and the lighting drew particular focus to her chest, where her rib cage was visible and appeared prominent, and to her legs, where her thighs and knees appeared a similar width.
It said: "We therefore considered that the model appeared unhealthily underweight in the image and concluded that the ad was irresponsible."
It ruled that the advert must not appear again in its current form, adding: "We told the advertisers to ensure that the images in their ads were prepared responsibly."
The charity Anorexia and Bulimia Care (ABC) said it hoped the ASA's ruling sends a "clear message" to other media and fashion companies, which it said have a "great responsibility".
An ABC spokesperson told the BBC: "We applaud the ASA for taking the necessary action to ban the YSL advert on the grounds of it being 'irresponsible.'"