"UK Models in Zara Advertisements Deemed Too Thin, Leading to Ban" - UK Regulation: Advertising ban imposed on Zara for utilizing underweight models deemed as promoting unhealthy body images
Zara Ad Banned for Unhealthy Body Representation
In a move to prevent the promotion of unhealthy or unrealistic body standards, the UK's Advertising Standards Authority (ASA) has banned two advertisements from fashion retailer Zara. This decision comes as part of a growing trend in the UK to scrutinize models' body representations in advertising more closely.
The controversy arose from four product photos on Zara's website featuring two models in total. Two of these photos were deemed acceptable by the ASA, as the models did not appear "unhealthily thin". However, the ASA found issues with the composition and styling of the other two photos.
In one photo, the image composition and deep neckline of a shirt drew attention to the model's prominent collarbone. The ASA concluded that the styling, lighting of the image, and choice of clothing gave the impression that the model was "unhealthily thin". Shadows over the legs in this photo made them appear thinner, and the pulled-back hair made the head look gaunt.
The second photo from Zara's ad also featured a model who appeared "unhealthily thin", according to the ASA. The collarbone was prominently visible in this photo as well. The shadows and a slicked-back hairstyle in this image made the model look "gaunt".
Zara, in response, stated that the images had only been slightly altered in lighting and color. The company is committed to responsible content and follows strict guidelines and controls in the selection and photography of models, as well as in the selection of images. Zara also follows the recommendations of the 2007 report "Fashioning a Healthy Future".
This is not the first time that companies have been censured for featuring "unhealthily thin" models. In July, an ad from Marks & Spencer was banned, and one from Next was banned at the beginning of the year. Both models in these ads had worked for renowned brands and possessed medical certificates attesting to their health.
The BBC and newspaper "The Independent" reported on this incident, highlighting the growing concern over unrealistic body standards in advertising. The ASA's actions reflect a broader, recent crack-down aimed at combating such standards in advertising campaigns within the fashion industry.
Following the complaint, Zara confirmed that the company had changed the product descriptions and removed the images in question. The ASA's regulations and guidelines are a clear indication of their commitment to preventing the promotion of unhealthy or unrealistic body images in advertising.
- The Commission has also been asked to submit a proposal for a directive on the science of creating fashion-and-beauty ads that promote health-and-wellness and mental-health, in light of the growing concern over unrealistic body standards in advertising within the fashion industry.
- The science of fashion-and-beauty, specifically in regards to mental-health and lifestyle, should be considered when selecting models and crafting ad campaigns, as demonstrated by the UK's Advertising Standards Authority (ASA) banning two advertisements from Zara for promoting unhealthily thin models.
- Recognizing the importance of promoting positive body images and preventing the promotion of unhealthy or unrealistic body standards, the ASA has taken a keen interest in both fashion-and-beauty and the science of health-and-wellness, as evidenced by its recent actions against advertisements from Zara and other companies.
