Fashion retailer Zara has faced a ban on two of its advertisements after the Advertising Standards Authority (ASA) determined that the featured models appeared “unhealthily thin.”
The ASA cited concerns that shadows and a slicked-back hairstyle in one advert gave a model a “gaunt” appearance. In another image, the pose and low-cut design of a shirt accentuated the model’s “protruding” collarbones, according to the advertising watchdog.
The ASA deemed the advertisements “irresponsible” and mandated that they not be displayed again in their current form. The authority has instructed Zara to ensure all future images are “prepared responsibly.”
Zara has since removed the adverts and stated that both models possessed medical certifications affirming their good health at the time the photographs were taken.
The two banned adverts were previously featured on the retailer’s app and website as part of a carousel showcasing clothing on and off models.
In the advert for a short dress, the ASA felt that shadows were used to make the model’s legs appear “noticeably thin.”
The authority also noted that the positioning of her upper arms and elbow joints gave her an “out of proportion” appearance.
Regarding the shirt advert, the ASA stated that the model’s pose made her “protruding” collarbones a “focal feature” of the image.
While the ASA investigated two additional Zara advertisements, neither of these faced a ban.
Zara chose to remove all flagged images and indicated that it had not received any direct complaints regarding the advertisements.
The retailer informed the ASA that none of the images had been modified beyond “very minor lighting and colouring edits.”
Zara also stated that it adheres to the recommendations outlined in the 2007 UK Model Health Inquiry report, “Fashioning a Healthy Future.”
Specifically, Zara asserted its compliance with recommendation three of the report, which states that models “should provide a medical certificate attesting their good health from doctors with expertise in recognising eating disorders.”
This action follows similar bans earlier this year on advertisements from other retailers featuring models perceived as being excessively thin.
In July, an advertisement by Marks & Spencer was prohibited due to concerns that the model appeared “unhealthily thin.”
The ASA said the pose of the model and the choice of clothing – including “large pointed shoes” which emphasised “the slenderness of her legs” – made the advert “irresponsible”.
Earlier this year, fellow retailer Next also had an advert for blue skinny jeans banned.
The ASA said the advert emphasised the thinness of the model’s legs using camera angles, and deemed it “irresponsible”.
Next said it disagreed with the advertising watchdog’s decision and said the model, while slim, had a “healthy and toned physique”.
The Next advert ban left BBC readers asking why adverts showing models who appear unhealthily overweight are not banned.
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