Complaint raised against H&M Hennes & Mauritz UK Ltd not upheld by the ASA – 22 December 2021

A complaint was raised in respect of content appearing on the H&M app, on the basis that the complainant considered that the model used to advertise two dresses was overly thin and the product listings were therefore socially irresponsible. After investigating the issue, the ASA acknowledged that some of the poses and angles used in the advertisement accentuated the model’s slim build and elongated her limbs but overall the model’s body was in proportion and she did not appear to be unhealthily underweight. The ASA disagreed that the advertisement was irresponsible and the complaint was not upheld.