Zara faces backlash after ASA bans adverts with unhealthily thin models

In the United Kingdom, the Advertising Standards Authority (ASA) received a complaint in May regarding two advertisements on Zara's website. The complaint suggested that the models in the ads appeared unhealthily thin. The first ad depicted a model wearing an oversize pocket shirt, while the second featured another model in a voluminous combined short dress. The ASA's investigation determined that both ads were irresponsible due to the portrayal of the models' body shapes. The imagery in the advertisements created an impression of extremely thin figures, emphasized by the clothing and poses used. Subsequently, Zara agreed to remove the specific images from their listings after the complaint reached the ASA. Zara defended their choice of models, asserting that both women had medical certifications confirming their good health. The retailer claimed that the images had undergone only minor editing for lighting and coloring and that they adhered to strict guidelines when selecting models. Despite these claims, the ASA regarded the images as detrimental and irresponsible, leading to the decision to ban them from circulation. This ruling not only affected Zara but also highlighted broader concerns within the fashion industry regarding the representation of body image and the implications of promoting unhealthily thin figures. The decision to remove the ads symbolizes a continuing scrutiny and pushback against the fashion industry's conventional beauty standards. With the ASA's ruling, Zara's commitment to responsible content is being tested, signaling growing consumer advocacy for body positivity and mental health awareness. In July, a similar ruling was made against a Marks & Spencer advertisement that featured a model perceived as unhealthily thin, indicating a trend of accountability emerging for fashion brands in their advertising practices. As brands like Zara navigate the evolving landscape around body representation, the implications of the ASA's findings could signal an ongoing shift in how clothing brands portray their models. The public discourse surrounding these decisions emphasizes not only consumer expectations but also the responsibility of brands to foster a healthier perception of body image in their marketing strategies.