The Ministry of Defence (MOD) says troops featured in the Army's 2019 recruitment campaign were "fully informed" about the language that would be used.
It is in response to reports that a soldier plans to resign because he was unaware his image would be used alongside the word "snowflake".
'Snowflake' is a term used to describe an over-sensitive or over-emotional person, which is often targeted at young people.
The MOD told Forces News that volunteers to take part in the campaign were requested, with around 120 people volunteering and 25 being selected to take part.
Every person selected gave their permission to be used in the TV campaign and the posters.
The MOD said participants were kept informed about the thinking behind the campaign and the theme, with their views also involved in the decision-making process.
They added that the soldier would have known in advance that the word 'snowflake' was going to be used with his image.
Colonel Ben Wilde, assistant head of Army recruiting, said: "The soldiers who took part in this campaign were all volunteers who understand that the Army needs to reach out to all parts of society to find the best people for its ranks.
"The volunteers gave their permission to appear on TV and in the posters and were fully informed about the striking language and how it would resonate with young people with a wide variety of valuable skills.”
The campaign 'Your Army Needs You' is comprised of a series of posters and video and radio adverts.
It was designed to show how the Army looks beyond young stereotypes and "sees people differently" and recognises their "need for a bigger sense of purpose", according to British Army Major General Paul Nanson.