Credit: Wesley Tingey via Unsplash
Fashion advertisers dominated Ad Standards breach decisions to close out 2025, with four cases finding models portrayed unrealistic body ideals contrary to community health standards.
The Community Panel handed down breach decisions against five advertisers, with Effie Kats, Viktoria & Woods and Manning Cartell all found to have violated section 2.6 of the AANA Code of Ethics for depicting material contrary to prevailing community standards on health and safety.
The panel found images showing visible ribs, protruding clavicles and sternum created unrealistic body ideals that could contribute to body dissatisfaction and disordered eating.
Effie Kats featured runway imagery where a model's ribs were visible.
The panel acknowledged runway models tend to be lean but said featuring very thin models creates a message about what aspiring models or customers should look like.
The advertiser modified the campaign and removed the image.
Viktoria & Woods argued its model was 179cm tall with a naturally slim athletic build. The image had been removed before the complaint was received.
The panel's majority found a hunched pose accentuated features like collarbones and thin arms, creating an unrealistically thin appearance.
Manning Cartell defended its use of professional models from agencies that maintain health standards for talent. The brand's size range spans AU 4-18.
The panel found visible ribs and sternum in the chest area suggested an ideal body type contrary to community standards.
All three advertisers emphasised their commitment to diversity and partnerships with professional modelling agencies.
St.Saj was found to be in breach after an influencer posted content stating "not spon, just obsessed" alongside a discount code.
The panel found the post constituted advertising despite St.Saj's claim it was organic content. The influencer had a recent paid partnership with the brand, giving the advertiser a reasonable degree of control over the content.
The post included product demonstrations, efficacy claims and a discount code, which the panel said drew public attention in a manner calculated to promote the product.
The Firm Gentlemen's Club breached section 2.2 for employing sexual appeal in an exploitative and degrading manner toward women.
The television ad opened with a close-up of a woman's buttocks and featured scenes the panel said reduced women to objects serving men.
The advertiser scheduled placements after 10:30pm. One complaint related to a 9:32pm airing resulted from a broadcaster error with an unapproved bonus spot.
Hard Hat Watches breached section 2.6 for depicting unsafe forklift operation in a TikTok ad.
The ad showed a man standing on a pallet on moving forklift forks without safety equipment.
The advertiser did not respond to the complaint.
All ads have been removed or modified following the breach decisions.
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