The Body Positivity Debate: Are Snag Models Too Fat for Advertising?

The online clothing brand Snag has found itself at the centre of a heated debate after its chief executive, Brigitte Read, revealed that the company receives more than 100 complaints daily regarding the size of the models in its advertisements. According to Read, Snag’s diverse representation of body sizes—from size 4 to 38—frequently attracts hateful comments about their weight.

This controversy emerged after the UK's Advertising Standards Authority (ASA) banned a Next advert featuring a model deemed "unhealthily thin," sparking discussions on whether similar scrutiny should be applied to plus-size models. While the ASA has historically focused on addressing concerns about underweight models, its stance on overweight models remains less stringent.

A Double Standard in Advertising?

The ASA reported receiving 61 complaints in 2024 about model weight in advertisements, with most targeting models perceived as too thin. However, only eight of these complaints were deemed worthy of investigation, and none pertained to Snag. This disparity has led critics to accuse the ASA of applying a double standard.

Catherine Thom, a 36-year-old from Edinburgh, voiced her frustration over what she perceives as hypocrisy in advertising regulations. She argues that while underweight models are banned for promoting an unrealistic beauty standard, plus-size models are celebrated under the banner of body positivity, despite potential health risks associated with obesity.

"I see Snag tights plastering these morbidly obese people all over social media," Thom stated. "How is that allowed when the photo of the Next model isn’t? There should be fairness, not politically correct body positivity. Adverts normalising an unhealthy weight, be it obese or severely underweight, are equally as harmful."

The Case for Inclusive Representation

In response to such criticisms, Snag founder Brigitte Read defends the brand’s commitment to body inclusivity, arguing that representation matters for people of all body types. "Fat people exist, they’re equally as valid as thin people," she says. "They buy clothes and they need to see what they look like on people that look like them."

Read believes that societal "fat phobia" fuels the backlash against Snag’s advertising, emphasising that shaming people for their weight does more harm than good. She also highlights the mental health consequences of such criticism, noting that Snag has a dedicated team of 12 staff members solely responsible for moderating negative comments and supporting body positivity.

The Perspective of a Plus-Size Model

Sophie Scott, a 27-year-old salon owner from Lossiemouth, Scotland, has modelled for Snag and has faced both praise and criticism for her appearance. "I get either 'you're so beautiful' or 'you need to lose weight'," she says. Despite losing weight over time, she continues to receive negative remarks, proving that, for some, her size will never be "acceptable."

Scott dismisses the notion that showcasing plus-size models glorifies obesity. "People say 'you’re glorifying obesity,' but I don’t think anyone is looking at me and saying 'I want to look like that,'" she explains. "Perhaps some people are looking at me and saying 'she has a similar body type to me.'" For Scott, the impact of her modelling goes beyond aesthetics. "When I get a message from someone saying 'we are the same size and you’ve inspired me to wear what I want,' it takes away from every hate comment I get."

The Broader Cultural Debate

Fashion journalist Victoria Moss argues that the backlash against plus-size models is reflective of society’s unfamiliarity with seeing larger bodies in advertising. "You’d be pretty hard-pushed to find genuine plus-size models on retailers' websites," she notes, explaining that what is considered "plus-size" in the industry often does not reflect real-world body diversity.

Moss also differentiates between the impact of thin and plus-size models in media. "We know people with eating disorders seek out images of very thin people as 'thinspiration,'" she says. "But if anyone sees a picture of a bigger person, they’re not going to drive to buy 10 McDonald’s to try to get fatter."

The ASA’s Stance

Jess Tye, a representative from the ASA, clarifies the organisation’s position on weight-related advertising complaints. "An advert will be investigated if it could be seen to be encouraging people to aspire to an unhealthy body weight," she states. "Adverts simply promoting body confidence and using a model who is relevant to the product’s size range would not be investigated."

Tye emphasises that the ASA’s focus is shaped by societal trends, noting that thinness is still largely considered aspirational in the UK. "It’s to do with the wider societal context. We know in the UK currently society tends to view thinness as aspirational, and that’s not the case for being overweight."

Striking a Balance

The debate over Snag’s advertising reflects broader conversations about body image, health, and societal norms. While critics argue that showing plus-size models normalises obesity, supporters believe representation is crucial for inclusivity and self-acceptance.

As fashion and advertising industries continue to evolve, the challenge remains: how to balance promoting body positivity without endorsing unhealthy lifestyles. For now, brands like Snag are standing firm in their commitment to inclusivity, even as they navigate a landscape filled with criticism and praise alike.