Online fashion brand Snag receives over 100 complaints daily, with critics arguing that the models featured in its adverts are “too fat,” chief executive Brigitte Read told BBC News.
Snag, which offers clothing in sizes 4-38, has been at the centre of an ongoing debate about body representation in advertising. The controversy was reignited after a Next advert featuring a model appearing “unhealthily thin” was banned by the Advertising Standards Authority (ASA).
The ASA has previously stated that it primarily bans adverts featuring models who appear underweight, citing societal pressures that make thinness aspirational. In 2024, the watchdog received 61 complaints about models’ weight, with the vast majority concerning underweight models. None of the complaints investigated involved Snag.
However, some consumers believe the standard should apply to all body types. Edinburgh resident Catherine Thom, speaking to BBC News, described the approach as “hypocritical.” She said: “It seems unfair to ban adverts where models appear too thin for being socially irresponsible, but then allow brands to showcase extremely overweight models in the name of body positivity.”
Thom, 36, explained that after purchasing from Snag while pregnant, she was “bombarded with images of obese girls in tights” across social media. She added: “Adverts shouldn’t normalise an unhealthy weight—whether that’s underweight or obese.”
‘Fat Phobia’ in Advertising
Snag’s founder, Brigitte Read, believes calls to ban adverts featuring plus-size models reflect a deeper societal bias. Speaking to BBC News, she said: “Shaming fat people does not help them lose weight. In fact, it negatively impacts mental and physical health.”
Read noted that 12 of Snag’s 100 staff members work solely on moderating and removing negative comments on social media. “Fat people exist, they buy clothes, and they need to see what those clothes look like on bodies like theirs. Representation matters.”
Model’s Perspective
Salon owner Sophie Scott, 27, from Lossiemouth, Scotland, has modelled for Snag and has faced both positive and negative reactions online.
“I get comments saying ‘you’re so beautiful’ or ‘you need to lose weight.’ I’ve lost weight since I started modelling, but for some people, it will never be enough,” she told BBC News.
Scott frequently receives criticism labelling her “unhealthy” but pushes back against these assumptions. “Fitness isn’t measured by how you look. People see my body and assume things without knowing anything about my health or activity levels,” she said.
She dismissed accusations that plus-size advertising “glorifies obesity,” arguing that “no one is looking at me thinking ‘I want to look like that.’ But they might think, ‘She has a similar body type to me, and that makes me feel more confident.’”
Industry Response
Fashion journalist Victoria Moss, speaking to BBC News, said the debate exposes a lack of inclusivity in mainstream advertising. “Even mid-size models are often labelled as ‘plus-size,’ yet the average UK woman is a size 14-16. The fashion industry is still uncomfortable with showing bigger bodies.”
In Case You Missed It:
She also dismissed comparisons between images of underweight and overweight models: “People with eating disorders seek out images of very thin bodies as ‘thinspiration.’ But seeing a plus-size model isn’t going to make someone rush out and overeat.”
Jess Tye, a spokesperson for the ASA, told BBC News that the watchdog assesses complaints based on whether an advert promotes an unhealthy body standard. “It’s about the wider societal context. In the UK, thinness is often seen as aspirational, whereas being overweight is not,” she explained.
While Snag continues to embrace diverse body representation, the debate over weight in advertising appears far from over.
