An advertisement for “Hide-Fat-Dresses for Women” by Hong Kong Jigao Technology Co Ltd t/a Chic Me was featured on Google this Summer and attracted a complaint on the basis that the advertisement featured a slim model wearing what was described as a “hide-fat” dress.

The complainant believed that the advertisement perpetuated harmful mentalities towards body image. However, the ASA considered that most consumers would understand the term “hide-fat-dress” to refer simply to the shape of the dress as loose fitting and did not believe that consumers would understand from this description that the model was overweight.

The ASA did not uphold the complaint as it considered that the advertisement was not irresponsible nor was it likely to cause serious offence.

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