ADVERTISING

Regulatory body bans two Zara ads due to models being deemed too thin

By our African Marketing Confederation News Team | 2025

Britain’s Advertising Standards Authority rules that the advertisements are ‘irresponsible’, as the models appear ‘unhealthily thin’.

Britain’s advertising regulatory body, the Advertising Standards Authority (ASA), has banned two advertisements by fashion brand Zara for featuring models who the ASA said appeared to be ‘unhealthily thin’.

The industry watchdog previously banned advertisements by other brands where models were deemed to look unhealthy or too thin. These brands include retail chain Marks & Spencer, as well as Next, which is also a retail group.

Photo: Zara

Zara’s ad ban came despite the company telling the ASA that the models in question had medical certification proving they were in good health when the photos were taken. This complies with the recommendations of a 2007 report called ‘Fashioning a Healthy Future’, which was published by the UK Model Health Inquiry, Zara stated.

Zara added that none of the images had been modified beyond “very minor lighting and colouring edits”.

One model appeared ‘gaunt’ and other had ‘protruding’ collarbones

However, the Advertising Standards Authority ruled that shadows and a slick-back bun hairstyle made one model appear ‘gaunt’, while the pose and low-cut design of a shirt in another image showed the model’s ‘protruding’ collarbones.

The watchdog ruled that the ‘irresponsible’ adverts must not appear again in their current form and that Zara must ensure all its images are ‘prepared responsibly’.

Both the adverts were previously featured as photographs on Zara’s app and website.

According to a report published by the BBC, the ASA investigated two other Zara adverts, but neither were banned.

“Zara chose to remove all the images flagged and said it had not received any direct complaints,” the BBC says.

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