UK watchdog bans Zara advertisement over ‘unhealthily thin’ models

LONDON: The UK’s advertising regulator has banned two advertisements by fashion retailer Zara after ruling that the models featured appeared excessively thin, sparking concerns over social responsibility.

The Advertising Standards Authority (ASA) announced the decision on Wednesday following a complaint regarding the adverts, which had been published on Zara’s website in May. According to the ASA, one of the images depicted a model with visibly protruding collarbones, while another showed a woman who appeared “slightly gaunt,” with her slicked-back hair, lighting, and clothing accentuating her thin appearance.

The ASA concluded that the ads gave an impression of unhealthy body standards and were therefore “irresponsible” and in violation of advertising rules regarding social responsibility. The adverts have now been banned from reappearing in their current form.

Zara responded by stating that both models involved had been medically verified as healthy, in accordance with UK guidelines. The retailer also noted that only minimal post-production alterations were made to lighting and color in the images.

In a statement, Zara emphasized its commitment to ethical advertising, saying it follows “strict guidelines and controls” when selecting and photographing models. The company removed the ads upon being informed of the complaint.

This is not the first time the ASA has taken action against fashion advertising this year. Similar rulings were issued earlier against campaigns by British clothing brands Next and Marks & Spencer over concerns about the portrayal of body image.

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