How strict is the Advertising Standards Authority in ensuring its guidelines are followed? I believe that recently they censured a company for having unhealthily thin model pictures.
This has been a topic slowly bubbling up for a while.
We have a lot of adverts now which feature obese models (usually female).
On the one hand, promoting body positivity is hailed as a success. Certainly I think consensus is people should be happy with the body they have and be able to find clothes they feel confident in.
On the other hand, it could be argued it is hypocritical to censure advertisers for having underweight models while allowing them to have class III obese models.
There's probably a fair bit of nuance behind this which will get missed. Society often sees underweight people as suffering from a mental health problem or an eating disorder. While being overweight is seen more as a choice. I don't really believe UK society has accepted that a lot of obese people in particular are obese being of underlying mental health problems or eating disorders, and that they likely need CBT, REBT, talking therapy etc much like underweight people are offered; as opposed to a leaflet describing calories-in-calories-out.
I don't really know how I feel about the ASA policing the weight/size of models in adverts. But I suspect I would err on the side of saying they either shouldn't get involved, or should get involved on both 'sides' as it were.
As for enforcement, compliance with ASA rulings is very high. Companies don't want the bad PR of going against the rulings. I believe the ASA can issue take down notices to platforms of advertisers ignore rulings and follow up requests to take action, but not sure how often this happens, or how legally enforceable they are.