A Gucci online video commercial that aired featuring an ‘unhealthily thin’ model has caused great controversy, leading to its ban by the Advertising Standard Authorities (ASA). The Italian fashion brand ran an online video ad showing a number of models dancing to a soundtrack. The final part of the ad, which ran on the Times website in December, featured still photos of the individual models. The ASA received complaints that the ad was irresponsible because the models were unhealthily thin. Gucci argued the photos did not show any visible bones, accentuating thinness, but the ASA disagreed saying the ad showed a model with a body that was disproportionately and overly thin.