The Advertising Standards Authority ruled that a fashion advertisement in Elle UK was "irresponsible"
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Credit: Yves Saint Laurent

Fashion brand Saint Laurent has come under fire from a U.K. advertisement regulation agency for a black-and-white magazine ad featuring a too-skinny model.

The ad – which shows a woman lying down with her legs and ribcage exposed – appeared in Elle UK, and was deemed “irresponsible” by the Advertisement Standards Authority for using a model that “appeared unhealthily thin.”

“The ASA considered that the model’s pose and the particular lighting effect in the ad drew particular focus to the model’s chest, where her rib cage was visible and appeared prominent, and to her legs, where her thighs and knees appeared a similar width, and which looked very thin, particularly in light of her positioning and the contrast between the narrowness of her legs and her platform shoes,” reads the official complaint.

“We therefore considered that the model appeared unhealthily underweight in the image and concluded that the ad was irresponsible,” it states.

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The ASA ruled that the ad cannot appear again in its current form because it violates the responsible advertising code.

According to the complaint, Saint Laurent indicated that they did not feel the model was too thin, and Elle UK had no comment.

The U.K.’s crackdown on apparently underweight models follows suit with other cities and countries with significant fashion industries – including Madrid, Israel, France and N.Y.C. – that have implemented or considered implementing bans on underweight or underage models.