ASA won’t take further action over BareMinerals ad’s ‘unhealthily thin’ models

ASA won’t take further action over BareMinerals ad’s ‘unhealthily thin’ models

The ASA has announced that it won’t take further action over a complaint it received about a BareMinerals advertisement that featured ‘unhealthily thin’ models, according to a report published by The Drum.

The UK advertising watchdog said that it did not believe the models in question to be underweight, and therefore the ad, which was part of the Shiseido-owned brand’s Power of Good campaign, fronted by Letitia Wright, to be irresponsible.

Bare Minerals further weighed in, contesting that, as a make-up brand, its focus was on a model’s face rather than body and good health was integral to the campaign’s message.

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