Zara ad banned because of irresponsibly skinny models

Britain’s advertising watchdog has taken Zara to task for two online ads depicting models it deemed too skinny. The fashion chain has since taken the images offline.

“Unhealthily thin”

According to the Advertising Standards Authority (ASA), the images in question showed one model with noticeably sunken cheeks, while another photo highlighted the model’s visible collarbones. The regulator ruled that the ads, appearing online in May, presented models that were “unhealthily thin” and called them irresponsible.

The fashion company says it immediately removed all the images after the ASA came forward with the complaints. However, the chain emphasizes that it did not receive any direct complaints from consumers. Furthermore, Zara claims that both models were able to provide medical certificates proving their good health at the time of the photo shoots. Interestingly, two other ads featuring the same models did not pose a problem for the advertising authority.

The British watchdog has been scrutinizing fashion companies more often lately: ads from Marks & Spencer and Next were also banned for similar reasons in recent months. In an official response, Zara already underlines its commitment to responsible communication: “We follow strict guidelines for the selection and photography of models, and the choice of images.”