A complaint was raised with the ASA in respect of an advertisement for diamond jewellery company, Jessica McCormack Ltd, which was appeared on The Guardian app, and showed a model which the complainant believed to be unhealthily underweight. The poses used by the model emphasised her protruding clavicles and ribs.

Jessica McCormack believed that the model was naturally thin and confirmed to the ASA that the reason why the particular poses were chosen was simply to photograph the pieces of jewellery from the best possible angle and so that they could hang away from the model’s body. The jewellery company had already removed the advertisement upon becoming aware of the issue and were told to do so permanently following the ASA’s decision to uphold the complaint.

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