Zara faces backlash as two ads are banned for promoting unhealthy body image

Fashion Brand Zara had to pull two adverts from circulation after the Advertising Standards Authority (ASA) declared them as promoting an “unhealthily thin” image in ads. These adverts, which were displayed on Zara’s website and app, featured models whose appearances sparked controversy due to their perceived unhealthy body types.

The ASA’s ruling came after they reviewed the adverts and concluded that one of the models looked “gaunt” because of the shadows and slicked-back hairstyle she wore. The other advert, which showcased a model in a shirt, made her collarbones appear overly pronounced.

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The fashion retailer has already removed the problematic ads, acknowledging the ASA’s decision. Zara responded by explaining that both models had medical certifications proving they were in good health when the photos were taken, but the adverts still raised alarm.

The company has also committed to ensuring that all future images of their models will come with greater care, with the intention of promoting a healthier image in their marketing.

The controversial Zara ads

The first banned advert featured a model wearing a short dress. The ASA claimed that the use of shadows made the model’s legs appear unnaturally thin. To make matters worse, her arm positioning seemed to exaggerate the model’s thinness, giving her an out-of-proportion look.

In the second advert, which promoted a shirt, the focus was on the model’s collarbones. This made the model’s already slim figure stand out in a way that some viewers found disturbing.

The ASA’s ruling is not the first time this year that a retailer has been under reprimand for promoting what many consider an unhealthy body image. Just a few months ago, Marks & Spencer faced a similar ban after a model in one of their adverts appeared “unhealthily thin.”

Zara has acknowledged the concerns raised by the ASA and expressed its commitment to ensuring that all of its future advertisements are more responsible in how they present models. The brand also made it clear that the images in question did not undergo heavy editing. They just had “minor lighting and coloring adjustments.”

In addition, Zara stated that it has been following the guidelines set by the UK’s Model Health Inquiry. The document recommends that models provide a medical certificate verifying their health.

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