In a significant move reflecting changing attitudes towards body image in advertising, the Advertising Standards Authority (ASA) has banned two advertisements featuring models from the well-known fashion brand Zara. The ASA deemed that the representations of the models in these ads promoted an “unhealthily thin” image, raising concerns about the impact such portrayals can have on public perceptions of health and body standards.
The decision, announced on August 5, 2025, pointed out specific elements in the advertisements that contributed to these judgments. For instance, the ASA noted that the use of clever shadows and certain stylistic choices like a slicked-back bun hairstyle created an image where one model appeared “gaunt.” The other advertisement featured a model in a low-cut shirt that starkly highlighted her “protruding collarbones.” Such features were deemed irresponsible by the ASA, which emphasized the need for models to be portrayed in a manner that reflects good health and realistic body proportions.
In its ruling, the ASA ordered that both advertisements should not be re-run in their current configurations and directed Zara to ensure that future images adhere to standards that promote responsible representation. In response to the ruling, Zara swiftly removed the controversial ads and asserted that both models had medical certification confirming their health at the time of the shoot. However, this acknowledgment does little to mitigate the criticisms regarding the implications of showcasing such extreme body types in advertising.
The banned adverts had previously appeared in a carousel format on Zara’s app and website, displaying various clothing items. One ad showcased a short dress, where the ASA noted that the way shadows were applied made the model’s legs look “noticeably thin,” leading to concerns about misleading body image portrayal. The ASA’s review highlighted that the placement of the model’s arms and elbows initiated a perception of her being “out of proportion,” which further compounded the issue.
In another section of the report, labeled ‘Protruding collarbones,’ the ASA described how the model’s pose in the shirt advertisement inadvertently highlighted her collarbones as a prominent feature, which could be interpreted as signaling an unhealthy body image to consumers. Despite Zara’s attempts to demonstrate compliance with health recommendations derived from “Fashioning a Healthy Future,” a report published by the UK Model Health Inquiry back in 2007, the ASA’s investigation into these specific ads addressed serious concerns about how the messaging can affect viewers.
Interestingly, the ASA also scrutinized additional advertisements featuring Zara but ultimately did not deem them as problematic. The brand’s quick action in removing the contested images also came without direct complaints from the public, signifying an evolving landscape wherein advertisers autonomously take greater responsibility for health narratives propagated through their marketing campaigns.
This ruling comes in the wake of other instances in the fashion industry where ads featuring models perceived as “too thin” were similarly banned. Earlier that year, Marks & Spencer faced scrutiny for an advertisement that presented a model in a way that was judged as promoting an unhealthy standard. The ASA asserted that the pose and style employed in these campaigns emphasized the models’ thinness irresponsibly.
Furthermore, the broader discussion in the fashion sector includes the registrations of consumer concerns about the portrayal of both underweight and overweight representations. The advertising community faces the challenge of balancing creative expression with public health message accountability. Hence, as Zara navigates these marketing dilemmas, the implications of its advertising strategies will reflect its ongoing commitment to health and inclusivity.
Overall, the continuous scrutiny on fashion advertisements signifies a critical junction for advertising, fashioning an opportunity for brands to lead with sensitivity and social responsibility when depicting varied body types, ultimately contributing to healthier societal standards regarding body image and representation.
