Zara censured over ‘unhealthily thin’ models in online ads

Fashion retailer Zara has been censured by the Advertising Standards Authority (ASA) for using “unhealthily thin” models in two online product listings. 

According to the advertising watchdog, images on the brand’s website, which were displayed on 5 May, breached rules on social responsibility. The complaint focused on four ads showing female models wearing different outfits, including an oversize shirt, a ruffle bodysuit, a short dress and wide-leg jeans.

The ASA upheld the complaint in relation to the shirt and dress listings, finding that the models’ appearance was “irresponsible”. It said one ad emphasised a protruding collarbone and created “the impression that the model was unhealthily thin”, while another highlighted thin legs and a gaunt facial appearance.

The ASA stated in a document: “We concluded that the models in ads (a) and (c) appeared unhealthily thin and that the ads were irresponsible.”

The other two ads, which showed a bodysuit and jeans, were cleared. The ASA found that while some bones were visible, the models’ bodies appeared proportionate and were not presented as unhealthily thin overall.

Zara, operated in the UK by ITX UK Ltd, said the models involved had worked for major fashion brands and had provided medical certificates confirming they were in good health. The retailer told the ASA that it followed industry guidance from the Model Health Inquiry and did not heavily alter the images beyond lighting and colouring.

The company removed the images after the complaint but said it had not received any direct objections from customers.

The ASA ordered that the two banned ads “must not appear again in the form complained about” and told Zara to ensure future campaigns did not portray models as unhealthily thin.