Britain’s advertising regulator has banned two Zara advertisements for featuring models who appeared “unhealthily thin”, calling the images “irresponsible,” according to a report in Hindustan Times.
The
Advertising Standards Authority (ASA) stated that the advertisements were in breach of social responsibility standards.
The advertising watchdog’s action came after it received a complaint about the ads, which were published on Zara’s website in May.
The HT report, citing the ASA, mentioned that one photo showed a model with protruding collarbones, and her pose and styling made her look “very slim.” While in another image, another model appeared “slightly gaunt”. Her look was further intensified by her slicked-back hairstyle, lighting, and clothing, making her seem “noticeably thin”.
Noting the ads could be perceived as promoting an unhealthy body image, the ASA ruled that they must not appear again in the same form.
In response, the Spanish clothing group said the models were medically certified as healthy and that their appearance complied with British guidelines. The fashion brand also stated that only minimal lighting and colour edits were applied to the images.
Complying to the ban order, Zara removed the ads after being alerted to the complaint and said it follows “follow stringent guidelines and controls in the selection and photographing of models.”
This ruling comes amid growing scrutiny of fashion advertising and body image representation. Earlier this year, the ASA took similar action against UK retailers Next and Marks & Spencer for showing models that appeared too thin.
