Two adverts by fashion brand Zara have been banned for featuring models who appeared “unhealthily thin. The Advertising Standards Authority (ASA) said shadows and a slick back bun hairstyle made one model appear “gaunt”, while the pose and low-cut design of a shirt in another image showed the model’s “protruding” collarbones.
The regulator decreed that the “irresponsible” ads should not reappear in their original form and that Zara should ensure that all its photos were “prepared responsibly. Zara took the adverts down and explained that both models involved had doctor’s certificates to confirm that they were healthy at the time the photos were taken.
The two prohibited adverts had been seen before on the retailer’s app and website in a carousel of images featuring clothes on and off the models. One of them was for a mini dress, and the ASA said the use of shadows made the models’ legs appear “noticeably thin”.
It also stated that the positioning of her upper arms and elbow joints made her appear “out of proportion”. The second prohibited ad was for a top, and the model was in a posture that made “protruding” collarbones an “eye-catching feature” of the ad.
The ASA looked into two other Zara ads, but neither was prohibited. Zara removed all the pictures marked and stated that it had not received any direct complaints. The store explained to the ASA that none of the shots had been edited other than “very minor lighting and colouring adjustments”.
It said it was following the advice of a report titled Fashioning a Healthy Future, issued in 2007 by the UK Model Health Inquiry. Zara stated it directly answered recommendation three of that report, which stated models “should produce a medical certificate testifying to their good health from physicians with special knowledge in recognising eating disorders.”
It follows other retailers’ adverts that were prohibited earlier this year for models being too thin. Last month, an advert by Marks & Spencer was prohibited because the model seemed to be “unhealthily thin”.
The ASA stated the model’s pose and the selection of clothing – including “large pointed shoes” which highlighted “the slenderness of her legs” – made the advert “irresponsible”. In January this year, fellow retailer Next also had an advertisement for blue skinny jeans banned.
The ASA stated the advert highlighted the model’s thin legs through camera angles, and considered it “irresponsible”. Next, they added that they did not agree with the ruling from the advertising watchdog and that the model, although thin, had a “healthy and toned body”. The Next advert ban caused BBC readers to wonder why adverts featuring models who look unhealthily overweight are not banned.
