A Gucci advertisement was banned by the Advertising Standards Authority of Britain on Wednesday for showing “unhealthily thin” models.
According to the ASA, one of the images in the video shows a shot of models that violates the Committees of Advertising Practice Code rule for responsible advertising.
“We considered that her torso and arms were quite slender and appeared to be out of proportion with her head and lower body,” says the ASA assessment. “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.”
According to Gucci, the video and the models featured in it are supposed to portray “a dance party and was aimed at an older, sophisticated audience.” The fashion brand acknowledges that the models have “slim builds” but says that “nowhere in the ads were any models’ ‘bones’ visible.”
The shot of that model has been edited out of the video, according to the New York Times. Here’s the updated version of the ad: