London: Two advertisements by global fashion retailer Zara have been officially banned by the UK’s Advertising Standards Authority (ASA) for featuring models perceived as ‘unhealthily thin.’
The ASA concluded that the visuals were ‘irresponsible’ and stated that the ads must not be used again in their current form. It further instructed Zara to ensure that future campaigns are ‘prepared responsibly.’
The banned images previously appeared on Zara’s official app and website as part of a carousel showcasing clothing both on models and as standalone items.
One of the adverts featured a short white ruffled dress, and the ASA noted that the shadows in the image made the model’s legs appear ‘noticeably thin.’ The model’s posture, including the positioning of her arms and elbows, was said to make her appear ‘out of proportion.’
The second banned advert was for a shirt. The ASA observed that the model’s pose and the shirt’s low-cut design highlighted ‘protruding collarbones,’ making them a prominent and concerning visual focus.
The ASA also investigated two additional Zara adverts, but those were not banned. However, Zara voluntarily removed all the flagged images. The company reported that it had not received any direct consumer complaints regarding the content of the ads.
Zara defended its approach by stating that none of the images had been significantly altered beyond ‘very minor lighting and colouring edits.’ The fashion giant also emphasized that both models featured in the banned adverts had medical certificates confirming their good health at the time of the photoshoots.
The brand highlighted its compliance with the recommendations of the 2007 UK Model Health Inquiry report, Fashioning a Healthy Future. Specifically, Zara pointed to Recommendation Three, which states that all models should provide a medical certificate from doctors trained in recognising eating disorders, attesting to their overall well-being.
This incident comes amid increasing scrutiny of fashion adverts promoting unrealistic body standards. Earlier in 2025, similar actions were taken against other major retailers.
In July, the ASA banned a Marks & Spencer advert after determining that the model appeared ‘unhealthily thin.’ The watchdog noted that the model’s pose and clothing, particularly her ‘large pointed shoes,’ which exaggerated the slenderness of her legs, made the ad ‘irresponsible.’
Likewise, an advert from Next, promoting blue skinny jeans, was banned earlier this year. The ASA ruled that the use of specific camera angles drew attention to the model’s thin legs. Despite the ban, Next maintained that the model had a ‘healthy and toned physique’ and disagreed with the decision.
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