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"Skin and bone" models, Zara's "irresponsible" ads banned

2025-08-06 11:23:05Lifestyle SHKRUAR NGA REDAKSIA VOX
"Skin and bone" models, Zara's "irresponsible" ads
Zara advertisement

Two Zara advertisements have been banned because the models in them appear "skin and bones", reports the BBC.

The Advertising Standards Authority (ASA) said that shadows and hair pulled back into a bun made one model look "slim", while the pose and cut of a shirt in another photo showed the model's "protruding" collarbones.

The ASA ruled that the "irresponsible" ads should no longer be shown as is and Zara must ensure that all images are "prepared responsibly".

Zara has removed the ads and said that both models have medical certifications showing that they were in good health when the photos were taken.

 

"Skin and bone" models, Zara's "irresponsible" ads

The two ads appeared on the clothing brand's app and website in a collage of photos showing what the clothes looked like on models.

One ad was for a short dress and the ASA said shadows were used to make the model's legs "appear thin". It also added that the positioning of the arms and elbows made her look "disproportionate".

The ASA investigated two other ads, but neither was banned.

Zara decided to remove the flagged images and said it had not received any direct complaints. The brand told the ASA that none of the images had been edited apart from "a few small things with the lighting and colours".

He then added that he had followed the recommendations of a report called Fashioning a Healthy Future published in 2007 by the UK Model Health Inquiry.

Zara said it specifically implemented recommendation three of the report, which stated that models must “present a medical certificate attesting to their health condition from doctors who are experts in distinguishing eating disorders.”


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