Nasty Gal and a new commercial featuring "too skinny a model" according to British ASA has just been withdrawn. The company fends off the attack.
ASA - Advertising Standards Authority
ASA is an organization that controls the quality of advertising displayed on television. It was founded in 1962 in Great Britain. The organization is not funded in any way by the British government. Its main role is to regulate the content of advertising, sales promotion and direct marketing in the UK by investigating complaints, grievances and bad reviews that may be sent by, among others, consumers. The ASA often makes decisions as to whether a given advertising complies with advertising standards. It may lead to the removal of the advertisement.
Read also: The era of aesthetic medicine - does it help with self-acceptance?
Nasty Gal and a new commercial
Nasty Gal is a clothing company founded by Sofhia Amoruso. The company has been on the market since 2006 and since then it has gained over 550 customers in 000 countries. Recently, we could witness the unveiling of their new ad. The 60-second spot shows beautiful landscapes, a dog in glasses sunbathing by the pool and a beautiful and as it turns out, according to many people, a skinny model.
Read also: Naturalness is in fashion. The body as a battlefield
Complaints and grievances
After the ad was broadcast, more than 20 people reported their complaints about the model, who plays the lead role in the spot. According to the complainants, the girl is too skinny, aspires to be a person suffering from anorexia, and her attitude may send a negative message to the many millions of young girls who see the ad. ASA, as an organization controlling the quality of advertisements, decided to withdraw the spot from TV. They argue it like this: "We came to the conclusion that with many shots, the model looks malnourished"
Nasty Gal disagrees with the decision
The company disagrees with the organization's decision, adding that the model wears size 36, which is common among many young women, and that her BMI is at an appropriate level.
