The Advertising Standards Authority (ASA) received a complaint stating that the featured models appeared "unhealthily thin" and branding the image "irresponsible" after the advert ran on The Times website last December.
The ASA stated that the model's torso and arms were out of proportion with her head and lower body, and that her pose accentuated her waist to make it look very small.
"We also considered that her sombre facial expression and dark make up, particularly around her eyes, made her face look gaunt," they added.
Gucci argued that the models featured in their adverts had “slim builds” but were not depicted as “unhealthily thin”.
The fashion brand and The Times both stated that the idea of whether or not models were unhealthily thin was a "subjective matter".
They stated that the models had slim builds, "but were not depicted in a way that could be interpreted as unhealthily thin" as there were no "bones" visible in the advert. They argued that the visual parts of the models bodies appeared toned and slim.
Nevertheless, the ASA ruled that the advert - which is part of Gucci's spring/summer 16 campaign that has received criticism for being a 'heroin chic revival' - should be banned.
