Two Zara adverts have been banned by the UK’s Advertising Standards Authority (ASA) for featuring models deemed “unhealthily thin.”
The watchdog said one model appeared “gaunt” due to shadows and a slicked-back hairstyle, while another image highlighted “protruding collarbones” through pose and clothing choice.
The ASA ruled the adverts were “irresponsible” and must not appear again in their current form.
Zara has since removed the images, stating both models had medical certificates confirming they were healthy at the time of the shoot.
The ads, which appeared on Zara’s app and website, promoted a short dress and a shirt.
In one, the ASA noted that shadows exaggerated the model’s thin legs, while her arm positioning made her look disproportionate.
In the other, the model’s pose drew attention to her collarbones.
Zara said the images were only lightly edited and complied with industry health guidelines, including requiring medical certification of models’ well-being.
The retailer also noted it hadn’t received any direct complaints about the ads.
The ASA reviewed two other Zara adverts but chose not to take action on them.
This is part of a wider trend of scrutiny. Earlier this year, similar ads by Marks & Spencer and Next were banned for portraying models considered too thin.
These rulings have sparked debate, with some questioning why adverts featuring unhealthily overweight models are not similarly regulated.
