Two adverts by popular fashion brand Zara have been banned in the United Kingdom for showing models who appeared “unhealthily thin.”
The Advertising Standards Authority, which regulates ads in the UK, said the images were “irresponsible” and must not appear again in their current form.
One advert showed a model in a short white dress, where shadows made her legs appear “noticeably thin.” ASA also noted that her pose made her arms and elbows look out of proportion.
Another advert featured a model in a white shirt, with her collarbones clearly showing. ASA said the design of the shirt and the model’s posture made the collarbones a “focal feature,” adding to the impression that the model looked “gaunt.”
The adverts appeared on Zara’s website and app.
Zara has since removed the images and said both models had medical certificates proving they were healthy when the photos were taken.
The fashion company also said it had not edited the images heavily, only making “very minor lighting and colouring edits.” Zara added that it follows the guidelines of a 2007 report called Fashioning a Healthy Future, which advises that models should be certified healthy by doctors familiar with eating disorders.
ASA reviewed two other Zara adverts but decided not to ban them.
This is not the first time a major brand has faced backlash over model sizes. In July, Marks & Spencer had an advert banned for the same reason. The ASA said the model’s pose and her large shoes made her legs look too thin.
Earlier this year, Next also had an ad pulled. The model’s slim legs were shown at angles that ASA believed exaggerated her thinness. Next, however, disagreed and said the model was slim but healthy.
The ASA’s decisions have sparked more debate online, with some readers asking why adverts with models who appear overweight are not being banned in the same way.
