Zara Ads Banned in UK for Using Models with Gaunt Faces and Protruding Collarbones

A part of a Zara advertisement featuring an excessively thin model, which was banned and removed in the UK.

Two advertisements by the fashion brand Zara have been banned for depicting models as unhealthily thin.

On August 5, UK media outlets such as the BBC and The Independent reported that the UK's Advertising Standards Authority (ASA) had banned Zara's advertisements, stating that the models in the ads appeared excessively thin. The problematic ads were images posted on the Zara app and website, promoting a short dress and a shirt, respectively. The ASA pointed out that in one advertisement, the model's legs appeared "noticeably thin" due to shadow effects. In another ad, the deep-cut shirt and the model's pose were said to accentuate "protruding collarbones."

The ASA stated that the advertisements represented irresponsible imagery and recommended that Zara "ensure all future images are created responsibly." In response, Zara explained, "The controversial images were immediately removed, and we have not received any direct complaints from customers." The company also stated that, aside from minor color correction, the advertising images had not been altered.

Zara further explained that it follows the recommendations of the "Future of Fashion is Healthy" report published in 2007 by the British Model Health Inquiry, and that it fully understands the recommendation to "require a health certificate from an eating disorder awareness specialist."

This decision has drawn even more attention as other brands' advertisements have also been banned this year for "excessive thinness of models." In July, a Marks & Spencer advertisement was banned for similar reasons, and earlier this year, a Next skinny jeans advertisement was also removed for the same reason.