In a move that highlights the ongoing pressure on the fashion industry to promote healthier body images, the UK’s Advertising Standards Authority (ASA) has banned two advertisements from fast-fashion giant Zara. The watchdog deemed the ads to be "socially irresponsible" for featuring models who appeared "unhealthily thin," sending a clear message to the industry that such depictions will not be tolerated.
The two ads, which were released in May, featured models in oversized clothing that, according to the ASA, accentuated their thinness. In one instance, a model wearing a large white shirt was singled out for having her "protruding collarbone" emphasized by the shirt's design. The second ad, which featured a model in a short white dress, was also criticized for its "gaunt" appearance, which was heightened by the design of the garment. The ASA's ruling was decisive, ordering Zara not to use the images again.
The watchdog went into further detail, explaining its reasoning. For one of the models, a shadow effect was used to make her legs appear "noticeably thin," while the positioning of her upper arms and elbow joints made her body look "out of proportion." These specific observations underscore the meticulous nature of the ASA's review and its commitment to ensuring that advertising does not promote unhealthy ideals.
The ban on Zara's ads is part of a broader, global conversation about the fashion industry's role in influencing body image. Critics have long argued that the pervasive use of extremely thin models can contribute to body dissatisfaction and eating disorders, particularly among young people. In response, many brands have faced public pressure to use more diverse body types and to present a more realistic and inclusive representation of beauty.
