Arteixo, 6 August (H.S.): Two advertisements from fashion brand Zara were banned by the Advertising Standards Authority (ASA) for featuring models deemed unhealthily thin. The ASA noted that shadows and hairstyle made one model appear gaunt, while another's pose highlighted protruding collarbones due to the shirt's design. The ASA deemed the adverts irresponsible and instructed that they should not be reused in their current forms, emphasizing the need for Zara to prepare all images responsibly. Zara removed the adverts and stated that the models had medical certifications verifying their good health at the time of the photoshoot.
The first banned advert promoted a short dress, with the ASA commenting that shadows created the illusion of notably thin legs, and positioning rendered the upper arms and elbows disproportionate. The second advert featured a shirt where the model's pose made her collarbones the main focus. Although the ASA investigated two additional Zara adverts, they were not banned. Zara voluntarily removed all flagged images and reported no direct complaints.
The retailer maintained that only minor lighting and coloring edits were made and referenced compliance with a 2007 report from the UK Model Health Inquiry, focusing on health certifications for models. Other brands, including Marks & Spencer and Next, experienced similar bans earlier in the year for depicting models that appeared too thin, citing irresponsible advertising practices.
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Hindusthan Samachar / Jun Sarkar
