Regulatory body in UK forbids two Zara advertisements showcasing underweight models due to health concerns
In a recent decision, the British Advertising Standards Authority (ASA) has barred two advertisements by Spanish clothing giant Zara. The ads, which were listed on Zara's website in May, were deemed socially irresponsible as they featured models who appeared "unhealthily thin."
The complaints focused on images of models wearing specific clothing that accentuated their thin appearance. For instance, one model wore an oversized white shirt that emphasized her protruding collarbone, while another wore a short white dress that highlighted her gaunt appearance. The ASA noted that styling and lighting used in the ads, along with the choice of clothing, created the impression of unhealthy thinness.
Camera angles and shadow effects were used to make one model's leg appear "noticeably thin," and her body was out of proportion due to the positioning of her arms. Another advert featured a model who looked slightly gaunt, while the pose and styling of the model in the first advert made her appear very slim.
Zara responded by stating that both models had medical certification proving they were in good health and that the images were not significantly modified beyond minor edits. However, the ASA ruled that the ads breached social responsibility rules and must not appear again in their current form.
This decision comes after similar ads from British retailers Next and Marks & Spencer were banned earlier this year by the ASA. The authority emphasized the need for responsible content that does not portray models as unhealthily thin.
Zara stated in a statement that it follows stringent guidelines and controls in the selection and photographing of models to ensure they are a true representation of the clothing and to promote body positivity. The ads were removed from Zara's website after the ASA made the company aware of the complaint.
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- With the recent ban by the British Advertising Standards Authority (ASA), Zara may need to reassess its health-and-wellness approach in their advertising campaigns, as the focus on models appearing unhealthily thin has been deemed socially irresponsible.
- Comparably, the fate of advertisements from retailers like Next and Marks & Spencer met a similar fate earlier this year when they were prohibited by the ASA for perpetuating an unhealthy image of thinness.
- In an attempt to promote a more balanced perspective on health and wellness, including mental health, skin care, fitness-and-exercise, and overall physical well-being, companies must ensure their marketing strategies adhere to social responsibility guidelines and avoid showcasing unrealistic body shapes or sizes.
