A Gucci advert has been banned by the advertising watchdog because it featured a model who appears “unhealthily thin” and “gaunt”.
The advert included two models – one leaning up against a wall in a colourful dress and another in a yellow outfit sitting on a sofa.
A complaint was made about about both, who appeared in stills at the end of a video on The Times website in December 2015.
The Advertising Standards Authority (ASA) upheld the complaint saying the “torso and arms” of the model standing up “were quite slender and appeared to be out of proportion with her head and lower body”.
It went on: “Further, her pose elongated her torso and accentuated her waist so that it appeared to be very small.
“We also considered that her sombre facial expression and dark make up, particularly around her eyes, made her face look gaunt.
“For those reasons, we considered that the model leaning against the wall appeared to be unhealthily thin in the image, and therefore concluded that the ad was irresponsible.”
The Italian fashion house has been told the advert must not appear again in its current form.
Gucci told the ASA the advert was aimed at an older, sophisticated audience and that it felt the model appeared “toned and slim”.
It said nowhere in the ads were any models’ “bones” visible.
It said their make up was natural and the lighting uniform and warm to ensure there were no hollows caused by shadows and their clothes were not revealing.
Gucci UK told Sky News: “We take our responsibilities as an advertiser very seriously in the way models are selected for and presented in our advertising campaigns.
“We have noted, but are not in agreement with, the assessment of the UK Advertising Standards Authority, an independent regulator, in relation to one model featured in one image from our Cruise 2015 campaign.
“The campaign itself expired at the end of December 2015.”