Two ads by fashion retailer Zara have been banned by the Advertising Standards Authority for featuring models who appeared "unhealthily thin".
A complaint was received regarding the product listings on Zara's website in May.
In relation to the first ad to be banned (below), the watchdog said it “considered the low-cut design of the shirt drew attention to the model's upper chest area, creating a focal point around her collarbone, which was protruding… the pose of the model and the choice of clothing in the ad created the impression the model was unhealthily thin”.
Findings relating to the second ad (below) included “shadows over [the model's] legs” that made them “appear noticeably thin”, and hair “styled in a slicked back bun, which drew emphasis to her head whilst making it appear slightly gaunt”.
Two further ads were also investigated under the "social responsibility" rule, but were found not to be in breach.
Zara said in response to the two banned ads that it had amended the product listings, removed the specific images in all four ads and had not received any direct complaints.
The retailer added that, when hiring models, it operated in line with the recommendations of Fashioning a Healthy Future, a report published by the UK Model Health Inquiry. Zara said it had complied with "Recommendation Three" of that report, which stated models “should provide a medical certificate attesting their good health from doctors with expertise in recognising eating disorders”. Zara said both models had medical certification that proved they were in good health.
Last month, a product ad by Marks & Spencer featuring an image of a model who appeared to be "unhealthily thin" was banned by the ASA for being socially irresponsible.
