Aw snap! BoingBoing.net and Ralph Lauren are going toe-to-toe over an ad featuring a model who appears to have been photoshopped to look rail-thin.

Deathly-thing bodieshave been under fire — and even banned from the runway in many countries in recent months — for portraying unhealthy body images to young girls and contributing to the development of eating disorders.

On Wednesday, the advertisement, which features model Filippa Hamilton, went viral — promoting controvery for two reasons. For starters, Flippa’s head looks larger than her waistline. Secondly, the company demanded that the culture blog take the image down crying claims of copyright infringement.

On Thursday, Polo Ralph Lauren released the following statement about the retouched ad: “For over 42 years we have built a brand based on quality and integrity. After further investigation, we have learned that we are responsible for the poor imaging and retouching that resulted in a very distorted image of a woman’s body. We have addressed the problem and going forward will take every precaution to ensure that the caliber of our artwork represents our brand appropriately.”

It’s all a bit too little too late for Boing Boing bosses:

A post on the site slams the RL ad because the model’s unnaturally thin figure isn’t even in proportion to her head. The site posted the ad with model Filippa Hamilton and the caption, “Dude, her head’s bigger than her pelvis.”

Ralph Lauren responded by accusing the website of copyright infringement for publishing the ad. Boing Boing claims this is “classic fair use: a reproduction ‘for purposes such as criticism, comment, news reporting.’”