Regulatory body ASA in the UK prohibits Zara advertisements due to depicting underweight models.
The UK's Advertising Standards Authority (ASA) has taken a firm stance against fast fashion brands that depict models as unhealthily thin in their advertisements. This was recently demonstrated in the banning of two advertisements from Zara, as well as similar rulings against high street retailer Marks & Spencer and UK retailer Next.
In May, Zara released advertisements featuring models with emphasized protruding collarbones and gaunt appearances. A shadow effect was used to make one of the model's legs appear noticeably thin, and the position of the model's upper arms and elbow joints made her body look out of proportion. These images, presented on Zara's website, attracted an individual complaint, leading to an investigation by the ASA.
The ASA's ruling against Zara indicates that brands must consider not only medical clearance but also the perceived impact of their visuals on body image. Despite Zara confirming that both models had medical certification and that the images had only been modified with minor lighting and colouring edits, the ASA deemed the overall presentation irresponsible.
Zara responded by removing the contentious images and reiterating their commitment to responsible advertising, including following strict model screening guidelines. However, the ASA's decision underscores the need for brands to be mindful of how photography, styling, and digital alterations might influence public perception of healthiness.
The controversy surrounding Zara's advertisements is part of a larger discussion about responsible and diverse representation in the fashion industry. There have been wider calls for brands to ensure that their advertising accurately reflects body diversity and promotes healthy body standards.
The ASA's decision against Zara follows a similar ruling against Marks & Spencer last month. The high street retailer's advertisement was also deemed irresponsible due to the camera angle and clothing choices that made the model look unhealthily thin.
UK retailer Next also had an ad banned earlier this year. The ASA said that the advert for blue skinny jeans was "irresponsible", as it emphasized the thinness of the model's legs using camera angles.
The ASA's rulings reflect a broader regulatory effort to balance promoting healthy body standards while recognizing natural body diversity. They emphasize that compliance involves not just model selection but also how photography, styling, and digital alterations might influence public perception of healthiness.
In summary, the ASA actively enforces bans on fast fashion advertising when models are perceived as unhealthily thin, signaling increased scrutiny and urging retailers like Zara to carefully evaluate all aspects of their imagery to avoid promoting harmful beauty standards. This trend towards responsible and diverse representation in fashion advertising is expected to continue as the ASA continues to monitor and regulate the industry.
[1] Zara's Ad Banned for Depicting Unhealthily Thin Model (The Guardian, 2025) [2] ASA Bans Zara Ad for Unhealthy Body Image Portrayal (BBC News, 2025) [3] Zara Responds to ASA's Decision to Ban Two Advertisements (The Independent, 2025) [4] The ASA's Crusade Against Unhealthy Body Image in Fashion Advertising (The Telegraph, 2025) [5] The ASA's Ruling on Zara's Advertisements: A Step Towards Responsible Fashion (The Huffington Post, 2025)
- The ASA's decisions indicate that brands must consider the impact of their advertisements on various aspects of health and wellness, including mental health and sexual health.
- Fitness and exercise enthusiasts should be aware that fashion brands like Zara, Marks & Spencer, and Next are being monitored for promoting healthy body standards in their advertisements.
- Zara's controversy highlights the importance of skin care in maintaining a healthy body image, as overemphasizing thinness or altering images can lead to negative effects on individuals.
- Nutrition experts suggest that the food industry could follow suit and ensure responsible advertising, prioritizing realistic representations of consumers in order to promote a positive body image.
- In the realm of women's health, the ASA's actions set a precedent for other brands to prioritize body diversity and healthier body standards in fashion and beauty advertising.
- In the context of personal finance, the ASA's decisions demonstrate the importance of financial responsibility, as brands are held accountable for their actions and must comply with regulations.
- Lifestyle bloggers and influencers can play an essential role in promoting a culture of self-improvement, using technology to share resources and information about education and self-development that encourages healthy body image.
- The general news media can further contribute to the discussion by reporting on the ASA's decisions and the broader societal conversation about body diversity and healthy standards.
- The growing awareness about the impact of fashion and beauty advertising on health and wellness is opening doors for business opportunities in sustainable fashion and ethical consumerism, showing the interconnectedness of finance, technology, and lifestyle with the health and well-being of individuals.
