Gucci criticised for using 'unhealthily thin' model in advert

Gucci has been accused of 'irresponsible advertising' after using a model who appeared 'unhealthily thin' and 'gaunt' according to the Advertising Standards Authority (ASA).

The ASA said the fashion advert, which appeared on the Times website in December last year, breached the rules on responsible advertising as set out in the regulator's code.

One person complained to the ASA about the picture and the models being 'unhealthily thin', and the complaint was upheld.

Gucci told the ASA the ads were part of a video portraying a dance party and were aimed at an older, sophisticated audience.

It added that it did not feel the model appeared unhealthily thin but "toned and slim", because "nowhere in the ads were any models' 'bones' visible, their make-up was natural rather than heavy ... lighting was uniform and warm to ensure there were no hollows caused by shadows and their clothes were not revealing".

The Italian fashion house was told the ad must not appear again in its current form.