The UK Advertising Standards Authority (ASA) has prohibited two advertisements from fashion brand Zara due to concerns that the models portrayed appeared “unhealthily thin.” One of the adverts, which featured a model wearing a short dress, used lighting and a slicked-back bun hairstyle that gave her a “gaunt” look, with shadows accentuating her undeniably thin legs. In the second advertisement, a model in an oversized pocket shirt displayed “protruding” collarbones, further contributing to the ASA’s determination that the ads were “irresponsible.”
The ASA mandated that these advertisements must not be shown again, prompting Zara to remove the images from its website and application, despite the company stating that it had not received any complaints regarding them. Zara also highlighted that both models had medical documentation indicating they were in good health at the time the photos were taken. Furthermore, the retailer clarified that apart from “very minor lighting and colouring edits,” the images were not altered in any substantial way.
Zara emphasised that it adheres to the guidelines established by a government-sponsored inquiry aimed at promoting healthier standards for models in advertising. Additionally, it was noted that the ASA had also scrutinised two other Zara advertisements, which ultimately were not banned.