ADVERTISEMENT The UK’s advertising regulator Advertising Standards Authority (ASA) has banned two “socially irresponsible” Zara adverts for depicting models considered “unhealthily thin”.
The fast fashion retailer’s ads, released in May, featured one model wearing an oversized white shirt with her “protruding collarbone” emphasised by the shirt’s design and another model in a short white dress whose “gaunt” appearance was accentuated by the design.
The ASA ruled that these images were irresponsible and ordered Zara not to use them again.
According to the watchdog, a shadow effect was used to make one of the model’s legs appear “noticeably thin”. They added that the position of the model’s upper arms and elbow joints made her body look “out of proportion”.
Zara confirmed that it had amended the product listings after receiving the complaint and removed the images.
The retailer then released a statement saying that both of the models had medical certification proving they were in good health, and that none of the images had been modified, beyond minor lighting and colouring edits.
A Zara UK spokesman said: “We note the ASA’s decision following an individual complaint regarding two images on our website which we removed when the ASA made us aware.”
The statement added: “We are committed to responsible content and follow stringent guidelines and controls in the selection and photographing of models, as well as in the selection of images.”
The ASA also investigated two other Zara advertisements, but neither of them ended up being banned.
There have been wider calls for brands to ensure responsible and diverse representation.
The ASA’s decision further highlights ever-growing scrutiny regarding the portrayal of body image in fashion advertising, and follows a similar ruling against high street retailer Marks & Spencer last month, which saw an online ad banned after clothing and camera angle made the model look “unhealthily thin”.
Additionally, UK retailer Next also had an ad which was banned earlier this year. The ASA said that the advert for blue skinny jeans was “irresponsible”, as it emphasised the thinness of the model’s legs using camera angles.
Next said it disagreed with the decision and said the model, while slim, had a “healthy and toned physique”.
