Clothes brand gets 100 complaints a day that models are 'too fat'

The online clothing brand Snag has been facing a significant number of complaints regarding the body sizes of its models. According to Brigitte Read, the chief executive of Snag, the company receives over 100 complaints each day from individuals who believe that the models featured in their advertisements are 'too fat'. This issue has sparked a larger conversation about body image in advertising, especially following the recent ban of an advert by another brand, Next, which featured a model that appeared unhealthily thin. The Advertising Standards Authority (ASA) in the UK has noted that it has received numerous complaints about models being too thin, with 61 complaints filed in 2024 alone. However, only eight of these complaints were investigated, and none were related to Snag. Catherine Thom, a 36-year-old woman from Edinburgh, expressed her concerns to the BBC, stating that it seems hypocritical to ban advertisements featuring models who appear too thin while allowing those that showcase models who are clearly obese. She argues that both extremes should not be normalized in advertising, as it can send harmful messages about body image. Catherine shared her experience of being bombarded with images of larger models after purchasing from Snag during her pregnancy. She questioned why it is acceptable to display these images while the Next model's photo was deemed inappropriate. Catherine believes that fairness should be applied to all body types in advertising, and that normalizing unhealthy weights, whether it be obesity or severe underweight, is detrimental to society. In response to the backlash, Brigitte Read emphasized that shaming individuals for their weight does not contribute to their well-being. She believes that such attitudes can negatively impact mental health, which in turn affects physical health. Brigitte argues that the push to ban advertisements featuring larger models reflects a societal issue known as 'fat phobia'. To combat negativity, Snag has a dedicated team of 12 staff members who focus on removing harmful comments and promoting body positivity. Brigitte asserts that individuals of all sizes, shapes, ethnicities, and abilities deserve representation in advertising. Sophie Scott, a 27-year-old salon owner from Lossiemouth, Scotland, has also modeled for Snag and has experienced both positive and negative feedback regarding her size on social media. Sophie shared that she often receives comments ranging from 'you're so beautiful' to 'you need to lose weight'. Despite having lost weight since she began modeling, she still faces criticism, as some people will never be satisfied with her appearance. Sophie believes that fitness should not be judged solely by appearance, as people often make assumptions without knowing her lifestyle or activity levels. She feels that some individuals may look at her and find inspiration in her confidence to wear what they want. When she receives messages from others who relate to her body type and express that she has inspired them, it helps her to overlook the negative comments. The ongoing debate surrounding body image in advertising highlights society's struggle to accept larger bodies. Fashion journalist Victoria Moss points out that it is challenging to find genuine plus-size models on retail websites, as even mid-size models are often classified as size 10 or 12, while plus-size typically starts at size 14 or 16, which is closer to the average size for women in the UK. Jess Tye from the ASA explained that the organization receives approximately 35,000 complaints annually regarding various advertisements. In 2024, they received 61 complaints specifically related to models' weight. An advertisement will be investigated if it appears to promote unhealthy body weight, but those that simply encourage body confidence and feature models relevant to the product's size range are not subject to investigation. The ASA recognizes that society currently tends to view thinness as aspirational, which is not the case for being overweight. This ongoing discussion about body image in advertising is crucial, as it reflects the broader societal attitudes towards body size and the impact of media representation on individuals' self-esteem and body image.