{"id":87275,"date":"2025-08-06T01:10:42","date_gmt":"2025-08-06T01:10:42","guid":{"rendered":"https:\/\/sotnews.agency\/?p=87275"},"modified":"2025-08-06T01:10:42","modified_gmt":"2025-08-06T01:10:42","slug":"zara-ads-banned-for-unhealthily-thin-models","status":"publish","type":"post","link":"https:\/\/sotnews.agency\/?p=87275","title":{"rendered":"Zara ads banned for \u2018unhealthily thin\u2019 models"},"content":{"rendered":"
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\n \t<\/i> Read Time:<\/span>2 Minute, 12 Second <\/div>\n\n <\/div>
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Two adverts by fashion brand Zara have been banned for featuring models who appeared \u201cunhealthily thin\u201d.<\/p>\n

The Advertising Standards Authority (ASA) said shadows and a slick back bun hairstyle made one model appear \u201cgaunt\u201d while the pose and low-cut design of a shirt in another image showed the model\u2019s \u201cprotruding\u201d collarbones.<\/p>\n

The watchdog ruled that the \u201cirresponsible\u201d adverts must not appear again in their current form and that Zara must ensure all its images were \u201cprepared responsibly.\u201d<\/p>\n

Zara has removed the adverts and said that both models in question had medical certification proving they were in good health when the pictures were taken.<\/p>\n

The two banned adverts previously appeared on the retailer\u2019s app and website in a carousel of images showing clothes on and off models.<\/p>\n

One advert was for a short dress, and the ASA felt shadows were used to make the models\u2019 legs look \u201cnoticeably thin\u201d.<\/p>\n

It also said the positioning of her upper arms and elbow joints made her look \u201cout of proportion.\u201d<\/p>\n

\u2018Protruding collarbones\u2019<\/h2>\n
<\/figure>\n

The other banned advert was for a shirt and the model was said to be in a position that made \u201cprotruding\u201d collarbones a \u201cfocal feature\u201d of the advert.<\/p>\n

The ASA investigated two other Zara adverts but neither were banned.<\/p>\n

Zara chose to remove all the images flagged and said it had not received any direct complaints.<\/p>\n

The retailer told the ASA that none of the images had been modified beyond \u201cvery minor lighting and colouring edits\u201d.<\/p>\n

It added that it followed recommendations of a report called Fashioning a Healthy Future, which was published in 2007 by the UK Model Health Inquiry.<\/p>\n

Zara said it specifically complied with recommendation three of that report which said models \u201cshould provide a medical certificate attesting their good health from doctors with expertise in recognising eating disorders.\u201d<\/p>\n

It comes after adverts by other retailers were banned earlier this year for models being too thin.<\/p>\n

In July, an advert by Marks & Spencer was banned because the model appeared to be \u201cunhealthily thin\u201d.<\/p>\n

The\u00a0ASA said the pose of the model<\/a>\u00a0and the choice of clothing \u2013 including \u201clarge pointed shoes\u201d which emphasised \u201cthe slenderness of her legs\u201d \u2013 made the advert \u201cirresponsible\u201d.<\/p>\n

Earlier this year, fellow retailer Next also had an advert for blue skinny jeans banned.<\/p>\n

The ASA said the advert emphasised the thinness of the model\u2019s legs using camera angles, and deemed it \u201cirresponsible\u201d.<\/p>\n

Next said it disagreed with the advertising watchdog\u2019s decision and said the model, while slim, had a \u201chealthy and toned physique\u201d.<\/p>\n

The Next advert ban left BBC readers asking why adverts showing models who appear\u00a0unhealthily overweight are not banned<\/a>.<\/p>\n<\/div>\n

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