The UK’s Advertising Standards Authority (ASA) has banned two Zara advertisements, citing the depiction of models considered “unhealthily thin,” in a move underscoring growing regulatory pressure on the fashion industry to promote responsible body image.
The ads, which aired in May, featured models whose physical appearances—highlighted through styling, posture, and lighting—prompted concern. One model was shown in an oversized white shirt, her collarbones pronounced due to her pose and the garment’s design. Another wore a short white dress, with her thin legs and overall gaunt look made more prominent by the shoot’s lighting and angle.
Following a public complaint, the ASA ruled that the images were “irresponsible” and must not appear again in their current form. Two other advertisements featuring the same models were also reviewed but ultimately cleared by the watchdog.
In its ruling, the ASA noted that the ads combined “clothing choice, pose, lighting, and camera angles” to create an impression of unhealthy thinness—falling short of the standards expected in advertising representation.
The decision echoes a similar ruling issued last month against Marks & Spencer, which also faced a ban for an online advert that presented a model as “unhealthily thin” due to stylistic choices.
These consecutive rulings point to the ASA’s sharpened focus on how fashion advertising influences body perception and mental health. Advocates have long called for fashion brands to adopt more inclusive and responsible imagery, reflecting realistic and diverse body types.
As of now, Zara has not issued a public statement in response to the ASA’s decision.
