Zara Ads Banned for ‘Unhealthily Thin’ Models

Two advertisements from global fashion brand Zara have been banned by the UK’s Advertising Standards Authority (ASA) for featuring models deemed to appear “unhealthily thin.”

The regulatory body raised concerns after receiving complaints about images used on Zara’s app and website, which showcased clothing on visibly slim models. In one case, the ASA highlighted that shadows and a tightly pulled-back hairstyle made a model appear “gaunt,” while in another, a low-cut shirt and pose accentuated the model’s protruding collarbones.

The ASA ruled that both ads were “irresponsible” and must not appear again in their current form. It also instructed Zara to ensure that all future imagery is presented with greater sensitivity to body representation and prepared responsibly.

Responding to the decision, Zara said the models had obtained medical certificates confirming they were in good health at the time of the shoot. The company also removed all the flagged images, even though it had not received any direct complaints from the public.

According to Zara, only minor lighting and colour adjustments had been made to the photos, and it had adhered to industry guidelines, specifically referencing the 2007 UK Model Health Inquiry’s Fashioning a Healthy Future report. The brand pointed to its compliance with a recommendation requiring models to provide medical certification attesting to their health – particularly from professionals trained to detect eating disorders.

The two banned ads were part of a broader carousel of fashion images, including a short dress and a shirt. The ASA said the angle and shadows in the dress ad made the model’s legs appear overly thin and her arms out of proportion. In the shirt ad, the model’s posture placed emphasis on her collarbones, which the watchdog found problematic.

While two other Zara ads were also reviewed during the investigation, they were not found to breach advertising standards.

The ruling comes amid heightened scrutiny of body image in fashion advertising. Earlier this year, similar bans were placed on ads by Marks & Spencer and Next. In both cases, models were depicted in poses and clothing that the ASA said exaggerated their slimness, prompting accusations of promoting unhealthy beauty standards.

The decisions have sparked debate about consistency in advertising standards, with some questioning why adverts featuring models who appear unhealthily overweight do not face similar scrutiny.