Luxury fashion brand Elie Saab has been branded non-compliant in addressing a breach of local advertising codes.
Australian Ad Standards has confirmed it is working with relevant authorities to address the non-compliance. Elie Saab has failed to respond to complaints surrounding a perfume advertisement, according to regulators.
This online campaign, which depicted a woman in a red strapless dress, was ruled to have breached health and safety codes.
"The image woman in the advert is distorted or taken from a complex angle to make her waist look far too thin for a healthy and safe view of women," a complainant alleged in a submission to Ad Standards.
According to Section 2.6 of the AANA Code Of Ethics, advertisers can not portray an unrealistic body image that is unattainable through healthy practices. This includes using technology to digitally alter images.
The Ad Standards Community Panel considered that the image appeared to have been altered to accentuate the woman’s thin features, and that her body shape appeared to have been distorted in a way that was unrealistic.
The Panel also considered that the images had not been altered in a way that would be justifiable in the context of advertising perfume.
Overall, the Panel ruled that the advertisement would be considered by most members of the community to be contrary to prevailing community standards on health and safety in relation to body image.
While Ad Standards upheld the complaint and ruled a breach in code, it claimed Elie Saab has not responded to the decision.
"Ad Standards will continue to work with the relevant authorities regarding this issue of non-compliance," the panel confirmed in a case report.
Ragtrader has requested a comment from Elie Saab.