Introduction to the Issue
Two advertisements from the popular fashion brand Zara were banned due to the models appearing "unhealthily thin". The Advertising Standards Authority (ASA) made this decision, stating that the use of shadow and a specific hairstyle made one model appear "gaunt", while the pose and low-cut design of a shirt accentuated the "protruding" bones of another model.
The ASA’s Decision
The ASA deemed the ads "irresponsible" and ruled that they must not appear again in their current form. Zara was also instructed to ensure that all future images are "responsible". The company removed the ads and claimed that both models had medical certification to prove they were in good health when the images were taken.
Details of the Banned Ads
The banned ads originally appeared on Zara’s website and app as part of a carousel of pictures showcasing models wearing the brand’s clothing. One ad, for a short dress, used shadowing to make the model appear "noticeably thin". The ASA also felt that the positioning of the model’s upper arms and elbow joints made them look "disproportionately" thin.
Further Examination
The other banned ad was for a shirt, and the model’s pose was said to have made their "protruding" bones a focus of the advertisement. The ASA examined two other Zara ads but did not ban them. Zara decided to remove all the flagged pictures and stated that it had not received any direct complaints about the ads.
Zara’s Response
The retailer informed the ASA that none of the images were heavily modified, with only "very minor lighting and coloring changes" made. Zara also claimed to have followed the recommendations of a 2007 report called "Fashioning A Healthy Future", which included having models obtain medical certificates to testify to their health.
Similar Incidents
This is not the first time ads have been banned for featuring models who appear too thin. Earlier this year, ads from other retailers were banned for similar reasons. In July, a complaint was upheld against Marks & Spencer because a model seemed "unhealthy". The ASA said the model’s pose and choice of clothing, including "large pointed shoes", emphasized the slenderness of her legs, making the ad "irresponsible".
Public Opinion
The ban on these ads has sparked debate, with some questioning why advertisements showing models who appear unhealthily overweight are not also banned. The issue highlights the ongoing discussion about body image and the responsibility of the fashion industry to promote healthy and realistic standards.
