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Fashion brand Zara has faced criticism after two of its adverts featuring models that were deemed “unhealthily thin” were banned by the Advertising Standards Authority (ASA). The ASA pointed out that shadows and a slick back bun hairstyle in one of the adverts made the model look “gaunt,” while the pose and low cut design of a shirt in another image highlighted the model’s “protruding” collarbones.
As a result of the ruling, Zara has removed the adverts in question and stated that both models had medical certification confirming their good health when the photos were taken. The ASA deemed the adverts “irresponsible” and ordered Zara to ensure all images are prepared with responsibility in mind.
The banned adverts were originally displayed on Zara’s app and website, showcasing clothes on and off models in a carousel of images. One of the adverts featured a short dress, with the ASA noting that shadows were used to create the illusion of the model’s legs looking thinner and her upper arms appearing “out of proportion.”
Furthermore, Zara’s other banned advert was for a shirt, where the model’s position accentuated her “protruding” collarbones as a central feature. While the ASA investigated two additional Zara adverts, they were not banned. Zara confirmed that it had taken down all flagged images and had not received any direct complaints. The retailer also explained that none of the images underwent significant modifications beyond minor lighting and coloring edits, in line with the recommendations of the Fashioning a Healthy Future report from 2007
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