UK Bans Zara Ads Featuring "Unhealthily Thin" Models Over Irresponsible Images.

The UK's advertising regulator has banned two Zara ads for featuring models that appeared "unhealthily thin". The Advertising Standards Authority (ASA) called the images "irresponsible" and ruled they breached social responsibility rules. Zara argued the models were medically certified as healthy and only minor edits were made to the images. The ads were removed after the ASA complaint and Zara stated it follows stringent guidelines in model selection and photography.

The UK's Advertising Standards Authority (ASA) has taken action against Spanish clothing group Zara for featuring models that appeared "unhealthily thin" in their advertisements. The ASA deemed the images "irresponsible" and ruled that they breached social responsibility rules, mandating that the ads not appear again in their current form [1].

The ASA received a complaint about the ads, which were listed on Zara's website in May. One image showed a model with "protruding" collarbones, while another featured a model who looked "slightly gaunt" due to a slicked-back hairstyle and lighting effects. Zara argued that the models were medically certified as healthy and that only minor lighting and color edits were made to the images [1].

Despite Zara's assurances, the ASA maintained that the ads were not in compliance with their guidelines. The company stated that it follows stringent guidelines and controls in the selection and photographing of models, but the ASA's ruling stands [1].

This is not the first time the ASA has taken action against similar ads. Earlier this year, the regulator banned similar ads from British retailers Next and Marks & Spencer [2].

References:
[1] https://www.france24.com/en/live-news/20250806-uk-watchdog-bans-zara-ads-over-unhealthily-thin-model-photos
[2] https://www.newsmax.com/world/globaltalk/advertising-standards-authority-zara-unhealthily-thin/2025/08/06/id/1221445/