A complaint was raised in respect of a Facebook advertisement for Boux Avenue. The advertisement featured a slender woman dressed in underwear. The complainant believed that the advertisement was irresponsible because the model appeared to be underweight. The ASA ruled that, while the model portrayed was very slight in frame, she did not appear to be unhealthily underweight. For this reason, it did not consider that Boux Avenue had breached the CAP Code or that the advertisement was irresponsible.