(qlmbusinessnews.com . Wed 6th Aug, 2025) London, UK —
ASA Cracks Down on Zara for Promoting Unrealistic Body Images in Latest Fashion Campaigns
The Advertising Standards Authority (ASA) has issued a prohibition against two promotional campaigns from the fashion giant Zara, citing concerns over the portrayal of “unhealthily thin” models.
According to the ASA, one of the advertisements cast a model in such light and styled her hair in a manner that accentuated a particularly “gaunt” appearance. Meanwhile, another campaign was brought into question for its depiction of a model wearing a low-cut shirt, drawing undue attention to her prominently visible collarbones.
Deeming these advertisements as “irresponsible,” the regulatory body has mandated that these specific images shall not be disseminated in their initial format any longer. Furthermore, it underscored the necessity for Zara to ensure all its future promotional materials are “prepared responsibly.”
In response to the ASA's censure, Zara took swift action to withdraw the questioned adverts. The company also clarified that the models involved were certified as healthy by medical professionals at the time the photographs were captured.
The advertising content under scrutiny was part of a rotation displayed via the brand's online platforms, promoting a variety of clothing articles. In one particularly contested image, designed to feature a short dress, the ASA pointed out the use of shadows to unduly emphasize the thinness of the model's legs, as well as a pose that rendered her proportions seemingly unnatural.
Yet another advertisement, centred around a shirt, came under fire for a pose that made the model's “protruding” collarbones an unwelcome highlight of the campaign.
While the ASA did assess two additional Zara adverts, it opted not to restrict them.
Despite not receiving any direct complaints, Zara preemptively removed all contentious images. The brand informed the ASA that aside from minimal adjustments for lighting and colour, the images remained unaltered. It also referenced adherence to the “Fashioning a Healthy Future” report from 2007 by the UK Model Health Inquiry. Zara highlighted its compliance with a particular recommendation from the report advocating for models to furnish a medical certificate vouching for their health, issued by doctors specialized in identifying eating disorders.
This incident brings to light an ongoing concern within the fashion industry regarding the promotion of unrealistic body standards, as illustrated by earlier prohibitions on advertisements from Marks & Spencer and Next, due to similar issues surrounding the portrayal of excessively thin models. Marks & Spencer's case involved a critique of the model's pose and wardrobe choice, which allegedly accentuated her slender physique, while Next faced disapproval for an advert thought to overemphasize the slimness of the model's legs through specific camera angles. Despite its disagreement with the ASA's verdict, Next defended the model's healthy and fit appearance.
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