UK Rules Against Zara for Employing Underweight Models in Advertisements - "Unhealthy thin models in Zara adverts are deemed unacceptable in Britain, leading to a ban on such promotions"
The Advertising Standards Authority (ASA) in the UK has taken a firm stance against fashion retailer Zara, banning two advertisements that featured models who appeared "unhealthily thin." The BBC and newspaper "The Independent" reported on this issue.
The latest UK regulations on the use of "unhealthily thin" models in fashion advertising involve heightened scrutiny and bans by the ASA on advertisements that portray models in a way deemed socially irresponsible due to extreme thinness. These regulations are enforced to prevent the promotion of unhealthy body standards in marketing campaigns.
In May, the ASA received a complaint about four product photos displayed on Zara's website, featuring two models in total. The banned ads, featuring a female model wearing an oversized shirt and a short white dress, were judged inappropriate because styling, poses, lighting, and shadows exaggerated thinness, emphasizing protruding collarbones, disproportionate limbs, and a gaunt appearance.
The ASA considered that the styling, lighting, and choice of clothing in the two banned photos gave the impression that the models were "unhealthily thin." In one image, the lighting and a deep neckline drew attention to the model's collarbone, which was also visible in one of the acceptable photos. In the second banned photo, shadows made the model's legs appear thinner.
Two of the photos were deemed acceptable by the ASA as the models did not appear "unhealthily thin." Both models used in the Zara ads had worked for reputable brands and possessed medical certificates attesting to their health.
Zara confirmed that it had changed product descriptions and removed the images following the complaint. The company also emphasized its commitment to responsible content and adherence to strict model selection guidelines. A spokesperson for Zara UK stated that the company adheres to strict guidelines and controls in the selection and photography of models, as well as in the selection of images.
Zara told the ASA that the images had only been slightly altered in lighting and color. However, the ASA concluded that the Zara ads were irresponsible and breached the advertising code. This crackdown follows similar ASA actions against other UK retailers like Marks & Spencer and Next earlier in 2025, which also had ads banned for promoting unhealthy body images through camera angles, poses, and styling accentuating extreme thinness.
The ASA's increasing enforcement reflects growing regulatory efforts to ensure that fashion advertising represents more responsible and diverse body images. Zara must ensure that all images are created responsibly to comply with these updated advertising standards.
- The Commission has also been asked to submit a proposal for a directive on the science and fashion-and-beauty industry, aiming to establish guidelines for responsible and diverse body representation in advertising, following the ASA's crackdown on unhealthy body standards in marketing campaigns.
- Amidst the discussion on health-and-wellness and mental-health within the fashion-and-beauty sector, the ASA has taken action against Zara, banning ads featuring models who appeared "unhealthily thin," encouraging retailers to adopt more socially responsible practices and embrace a wider range of body types in their advertising.
- Concerned about the potential impact of extreme thinness portrayed in fashion-and-beauty advertising on the lifestyle and mental-health of individuals, particularly younger audiences, the Commission is examining the science behind the representation of bodies in marketing campaigns and considering how to regulate the advertising code to protect public well-being while still supporting the fashion-and-beauty industry.
