Britain’s Advertising Standards Authority (ASA) has banned two advertisements by Spanish fashion brand Zara after receiving a complaint that the models appeared ‘unhealthily thin’. The regulatory body described the images as ‘irresponsible’ and said they breached social responsibility rules.
Details of the Banned Images
One of the advertisements, which was featured on Zara’s website in May, showed a model with visibly ‘protruding’ collarbones, while her posture and styling further accentuated her ‘very slim’ appearance. Another ad showed a model described by ASA as looking ‘slightly gaunt’, attributing the look to her slicked-back hairstyle, as well as the lighting and clothing that made her appear ‘noticeably thin’.
Zara Defends Practices
In response to the ASA’s ruling, Zara stated that all models featured in their campaigns were ‘medically certified as healthy’ according to UK standards. The brand also clarified that only minimal adjustments were made to lighting and colouring in the photos.
Zara clarified in a statement that they ‘follow stringent guidelines and controls in the selection and photographing of models’. The brand also said that the images were taken down immediately after the ASA brought the complaint to their attention.
Not the First Incident
This isn’t the first time the ASA has acted against fashion ads for promoting unrealistic body standards. Similar rulings were issued earlier this year against British retailers Next and Marks & Spencer for comparable concerns involving overly thin-looking models.
