A week of shifts in the advertising world, from ASA rulings on harmful imagery in the UK to Spain’s proposed ban on fossil-fuel adverts. While traditional television struggles, digital ad spend surges ahead.
Regulatory Spotlight: UK ASA Warns on Thin-Model Imagery
The Advertising Standards Authority has urged UK advertisers to avoid using images of extremely thin-looking models that could promote unhealthy body standards. In 2024, the ASA received 61 complaints about body image in adverts, with a spike of more than 20 weekly complaints following rulings against retailers such as M&S, Next, and Zara. According to The Guardian, the authority stressed that the issue often lies in how images are styled, lit, or angled, rather than the models themselves.
2. Creative Controversy: Ad Banned for Racial Stereotyping
The ASA has banned a shower-gel advert from Sanex over concerns it reinforced negative racial stereotypes, suggesting black skin was problematic. According to Marketing Week, the ruling highlights the industry’s push for greater sensitivity and inclusivity in mainstream advertising.
Spain Proposes Ban on Fossil-Fuel Ads and Green-Washing
The Spanish government has tabled a draft bill seeking to restrict several advertising practices. According to Reuters, the proposals include a ban on adverts for fossil fuels such as petrol cars and most domestic flights, a crackdown on green-washing claims, and a prohibition on adverts exploiting fear. The bill also targets profit-driven ticket resales for concerts. Its future is uncertain given Spain’s minority government, but it represents a significant policy shift.
4. Decline in Spanish TV Advertising
Spain’s traditional television market continues to lose ground. According to Advanced Television, TV ad revenue dropped 5.9% in the first half of 2025, falling to €886.1 million. Major broadcasters Mediaset and Atresmedia reported declines of 9% and 8%, respectively, while pay-TV advertising also slipped.
5. Digital Ad Market Growth in Spain
By contrast, Spain’s digital advertising market is on a sharp upward trajectory. Grand View Research reports that the sector generated $9.54 billion in 2024 and is projected to more than double to $22.66 billion by 2030, with mobile formats leading the growth.
Weekly Summary
- Regulatory Shifts (UK): Focus on body-positive imagery and racial sensitivity.
- Controversial Ad Ban (UK): Sanex shower-gel advert ruled out for stereotyping.
- Spain’s Policy Push: Draft bill to ban fossil fuel adverts, green-washing, and ticket scalping.
- Traditional Media Decline: Spanish TV advertising revenue continues to fall.
- Digital Acceleration: Online and mobile advertising surges in Spain.
