Global fashion giant Zara has come under fire for promoting what critics say is an unhealthy body image, after the UK’s advertising watchdog banned two of its adverts featuring models perceived to be “unhealthily thin.”
The controversial adverts, which ran on Zara’s app and website, included images of models in a short dress and an open-collared shirt. The Advertising Standards Authority (ASA) ruled that both adverts were “irresponsible” and must not appear again in their current form.
In one image, the ASA pointed out that shadows had been used in a way that made the model’s legs appear “noticeably thin.” Another image drew criticism for showing a model with a slicked-back hairstyle and hollow cheekbones that made her appear “gaunt,” alongside a shirt that revealed her “protruding collarbones.”
While Zara defended the adverts by stating that both models were medically certified as healthy at the time of the shoot, the ASA maintained that the visual presentation of the images risked promoting harmful body standards.
In a statement, Zara said it had complied with guidance from the UK Parliament’s Health and Social Care Committee, including a recommendation that models must provide a medical certificate attesting to their good health, especially in relation to eating disorders.
Nonetheless, the ASA emphasised that compliance with health certification was not enough. The watchdog stressed the importance of responsible visual representation, warning brands that lighting, styling, and posing choices all contribute to the perception of body health and size.
This latest ruling adds to a growing list of fashion retailers under scrutiny for their portrayal of thinness. In July, Marks & Spencer had an advert banned after a model’s slim legs were accentuated by her pose, wardrobe choice, and pointed shoes. Similarly, high street brand Next had a blue skinny jeans advert pulled earlier this year for using camera angles that exaggerated the model’s thin frame.
The bans come following rising concerns over the fashion industry’s role in promoting unrealistic beauty standards. With eating disorders on the rise, particularly among young people, health advocates and mental health organisations have called for stricter regulation of how body image is portrayed in advertising and media.
“When fashion constantly shows us only one type of body, it sends a message about what is considered acceptable or beautiful,” one campaigner noted.
The ASA says it will continue to clamp down on advertising that may harm public health or promote dangerous ideals regardless of a model’s medical records.
