An advert for Conde Nast Traveller magazine has been banned over its use of model.
The woman depicted in the holiday snap has been described as "unhealthily thin" and the ad itself dubbed "irresponsible”.
The photo features a woman posing on the beach in green tights and shorts as her hair blows in the wind.
The magazine advert appeared in sister publication Glamour back in June. A reader has since complained the model looks unhealthily thin.
Distressed by the image, the unhappy customer also claimed the avert was socially irresponsible.
Conde Nast Traveller magazine said the "very tall and slim" model's stance in the picture accentuated her height and slender legs, but said there were no protruding bones and the model was naturally slim and in proportion.
Glamour magazine said it took the comments made by the complainant on board and would take care when reviewing advert choices in the future.
The Advertising Standards Authority (ASA) said that while the model appeared to be in proportion, the angle of the image drew attention to her slimness, particularly her legs, which looked very long and thin.
The ASA added: "We acknowledged that the ad was for a travel magazine and that its focus was not supposed to be on the model or her clothes, however, we considered that the model was the focal point of the image.
"Therefore, we concluded that the ad made the model look unhealthily thin and that the ad was irresponsible."
It ruled that the advert must not appear in its current form and told Conde Nast Publications "to ensure that in the future their ads were prepared responsibly".
