The UK’s advertising regulator has banned two images from a campaign by Spanish fashion giant Zara after ruling they depicted models with “unhealthily thin” bodies deemed “irresponsible”. The Advertising Standards Authority (ASA) stated the images “must not appear again” in the UK following a complaint and criticism from activists fighting pro-anorexia messages in fashion. The ASA ruling specifically highlighted concerning details in the images, including the models’ near-skeletal arms, emaciated faces, and prominent bone protrusions such as visible collarbones. A Zara UK spokesperson accepted the ruling without challenge, stating the company is “committed to the responsible portrayal of body images in our advertising”. Zara confirmed it has already withdrawn the two images, will adhere to the ASA’s guidelines, and implement “stricter image selection controls” in the future. The ASA has taken similar action against campaigns by retailers Next and Marks & Spencer since the start of 2025.
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