The fashion giant Zara is once again under scrutiny—this time for promoting unrealistic body standards in two of its advertisements.
Both ads appeared in an image carousel on the app and website of the company and are now banned in United Kingdoms for featuring what was described as 'unhealthily thin' models.
According to the UK's advertising regulator Advertising Standards Authority (ASA), the ads depicted slim models, who are dangerously thin, describing the visuals as "socially irresponsible."
One of the pictures shows a model in a short white dress. According to ASA, the angle of her arms and elbows gave an impression that made it appear as though her proportions were distorted, while a shadow beneath her gave the false impression that her legs were unhealthily thin. A different ad showed a model in a low-cut dress with her hair pulled back. Her collarbones were too noticeable, according to the ASA, and her overall hairstyle made her appear "gaunt."
The BBC reports that the ASA, an ad watchdog, decided that the fast fashion retailer must make sure that all of its future visuals are "prepared responsibly" and that such "irresponsible" ads cannot reappear on the Zara app in their current form. After receiving criticism, Zara took down the two ads and clarified that both models were in good health at the time of the photos.
Zara defended itself by claiming that the photos had only been slightly altered and that both models were in good health at the time of the shoot. It also said it conforms with the 2007 UK Model Health Inquiry report's guidelines on health, which includes a requirement that models produce medical certificates showing they are in good health and do not have an eating disorder. But the ASA told Zara to take care with body images in future and said that the ads could not be used again in the current format.
The regulator also investigated two other Zara ads but found no violations.
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It is not the first time a fashion retailer has been called out for pushing unrealistic expectations when it comes to body image. In July 2025 an Marks & Spencer ad was banned for featuring a model described as "unhealthily skinny." Earlier this year, a Next ad using specific camera angles to highlight the slender legs of a model was also removed. The ad featured blue skinny pants.
Since then, Zara has taken down the flagged advertisements and reaffirmed that it has not had any complaints directly from customers. The ASA's message is unmistakable, though: companies need to be more accountable for the way they portray body types in fashion advertisements.
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