Fashion brand Zara has rejected two advertisements that used “unhealthily thin” models. According to the Advertising Standards Authority (ASA), one model appeared “gaunt” due to shadows and a slick back bun hairdo, while another image’s low-cut shirt design and position revealed the model’s “protruding” collarbones. According to the watchdog’s ruling, Zara must make sure all of its pictures were “prepared responsibly” and that the “irresponsible” advertisements cannot reappear in their existing format.
Zara has pulled down the advertisements and stated that the two models in issue were in good health at the time of the photos, as evidenced by their medical certifications. The two prohibited advertisements were previously displayed in a carousel of pictures of clothing on and off models on the retailer’s website and app. In one advertisement for a short garment, the models’ legs were made to appear “noticeably thin” by using ASA felt shadows.
Additionally, it said that her elbow joints and upper arms were positioned such that she seemed “out of proportion.” The woman in the other prohibited advertisement was allegedly positioned such that the “protruding” collarbones were the “focal feature” of the advertisement. It was for a shirt. Two other Zara advertisements were looked into by the ASA, however neither was prohibited. Zara stated that it has not received any direct complaints and decided to delete all of the flagged photographs. The shop informed the ASA that “very minor lighting and colouring edits” were the only changes made to any of the photos.
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