In the United Kingdom, Zara’s two advertisements featuring models deemed “unhealthily thin” have been prohibited by the advertising regulator. The Advertising Standards Authority (ASA) conducted an investigation into four ads released by the fashion retailer in May following a complaint. The ASA determined that two of the photos adhered to U.K. standards, while the other two did not.
According to the ruling, specific styling aspects such as lighting, clothing choices, and the model’s appearance contributed to the portrayal of excessive thinness. The ruling highlighted details like the model’s hairstyle emphasizing her head, the positioning of her arms making her body appear disproportionate, and the visibility of her collarbone due to the dress style.
As a result of the ruling, the ASA deemed the ads as “irresponsible” and ordered Zara to refrain from using them in their current form. Zara was instructed to ensure that all future images are created responsibly. The retailer promptly removed the disputed photos from its website and clarified that the models had valid medical certifications confirming their good health during the photoshoots. Zara also stated that minimal adjustments were made to the images, primarily in lighting and coloring.
The fashion industry has faced longstanding criticism for promoting excessively thin models, which has been linked to negative impacts on body image, eating disorders, and body dysmorphia. Not only Zara but also other major brands like Gucci, Urban Outfitters, and Mango have faced ad bans in the past due to similar concerns. Various countries have implemented protective measures, such as France requiring doctor’s notes for ultra-thin models since 2015.
The recent ban by the ASA sparked diverse reactions online, with some praising the enforcement while others debated the assessment of the model’s health based on appearance. The concept of the “ideal” body has evolved over decades, shifting between different body types and beauty standards.
Michael Mulvey, an associate professor of marketing, noted the cyclical nature of debates surrounding thin models in the fashion industry. While some consumers may react negatively to brands using excessively thin models, the publicity generated could still benefit the brand in terms of awareness and engagement on social media platforms.