It isn't just the images of models that's triggering – it's also the language we use

Emma Clarke
·Contributor
Updated ·6-min read
The ASA has banned an advert by Next over its use of model. (Next)
The ASA has banned an advert by Next over its choice of model. (Next)

The Advertising Standards Agency (ASA) has banned an "irresponsible" clothing advert from Next for featuring a model who, they say, appeared "unhealthily thin".

While the watchdog only received one complaint about the ad in September 2024, it ruled that "because the pose, camera angle and styling in the ad investigated strongly emphasised the slimness of the model's legs, we considered that the ad gave the impression that the model was unhealthily thin."

Next has defended its decision to use the image, denying that it had digitally altered the appearance of the model’s legs. The fashion retailer also said that it had assessed the model’s health prior to the shoot, saying it was created with a "strong sense of responsibility to both consumers and society" and that the model, while slim, had a healthy and toned physique that aligned with the nature of its product. Yahoo UK has contacted Next for comment.

But, with an estimated 1.25 million people in the UK living with an eating disorder, the impact these types of images – and the language we use to describe people's bodies – can have a much broader reach than we may initially realise.

According to Tom Quinn, director of external affairs at Beat, while these types of images are "never the sole and direct cause of an eating disorder", they can "certainly exacerbate an existing illness or disrupt recovery."

He says: "From the people we support, we know that people with eating disorders have reported feeling triggered by videos or advertisements which they have come across online, especially if they have appeared without warning.

"We urge clothing companies to consider the impact their advertisements may have on those with eating disorders, and to work sensitively with experts and those with lived experience to ensure they don’t harm vulnerable people when trying to sell clothes."

Likewise, BACP-accredited counsellor and eating disorder specialist Harriet Frew said that some may be triggered by such images because they "perpetuate the pressure to conform to an idealised thin body shape."

She explains: "For most people, this is an unachievable and unrealistic body to strive for. It reinforces the belief that self-worth is related to the size and shape of your body. This drives people to follow extreme diets, which can lead to disordered eating and eating disorders."

"Anyone with low self-esteem, poor mental health and existing poor body image is vulnerable to pursuing this 'idealised body' and then developing issues with food and body image," she adds.

Frew also believes that there has been a backwards trend when it comes to the body types we see in fashion campaigns and in the media.

She says that, in addition to magazines, social media and celebrities, external factors such as the messages we receive from friends and family around dieting and wellness, in addition to deep-rooted beliefs around diet culture and anti-ageing, young people – especially women and girls – are susceptible to body image issues.

External factors such as fashion campaigns, social media and celebrity culture can impact those with body image issues, according to experts. (Getty Images)
External factors such as fashion campaigns, social media and celebrity culture can impact those with body image issues, according to experts. (Getty Images)

For those who find these types of images triggering, Frew, who hosts the Finding your Freedom with Food: The Eating Disorder Therapist Podcast, says there are various things you can do, including:

1. Try to remember that images are often manipulated and this is not real life.

2. Try to remember that models make up an extremely small proportion of the population and this is not a realistic body type to strive for.

3. Limit their time engaging with these types of images – in advertising and on social media.

4. Seek out positive role models with a diverse range of body shapes and sizes.

5. Seek therapy to work on confidence and self-esteem, and to build solid self-worth outside of looks/appearance. You can find trained and registered counsellors and therapists who specialise in this on BACP’s Therapists Directory.

But it isn’t just the images that can have a negative impact – the words we use to describe a person’s weight are also really important. Phrases such as "too thin" or "too skinny" can also be really harmful, according to Frew.

"You don't know why someone's body is the way it is. It could be genetics, an illness, a response to bereavement, an eating disorder or something else," she says.

"If someone has an eating disorder and hears the language, it can make the person feel very ashamed and embarrassed. They might also interpret this feedback as 'good' and it can fuel the eating disorder further.

"Anyone with an eating disorder will have distorted body perception, so comments are generally not supportive or encouraging.

"It's best not to comment on someone's weight or body. Say something else about them if you wish to compliment – about their character and best qualities," she adds.

Frew also says that body neutrality is the best thing to aim for – focusing less on physical appearance and more on what our bodies can do.

"It means your body is viewed in a neutral way, and is a vehicle to carry you through life, rather than being critiqued or judged," she explains.

"In therapy, you will often find that incredibly beautiful people can have the worst body image, as they have had continuous appearance comments from others. This reinforces the idea that looks = worth. It creates insecurity and a feeling of only being valued for appearance."

If you or someone you know suffers with an eating disorder or body image, you can find help using the following resources:

You can contact the Beat support helping by phone, email or web chat, or via social media channels.

You can also search the directory at Hub of Hope, who offer a nation-wide mental health service database.

As well as offering support meetings, Overeaters Anonymous offers professional help and resources on eating disorders.

If you are in urgent need of medical care, call 999 or the Samaritans on 116 123. For non-urgent medical advice, speak to your GP or call 111.

Read more about eating disorders and body image: