Zara Ads Banned for Using ‘Unhealthily Thin’ Models—UK Watchdog Calls Campaigns Irresponsible

Fashion retailer Zara has pulled two of its ads after the UK’s Advertising Standards Authority (ASA) banned them for featuring models who appeared “unhealthily thin.” The ruling, issued on August 6, 2025, criticized the styling, lighting, and poses used in the campaigns, which the regulator said created a harmful impression of extreme thinness.

What the ASA Found

The ASA launched an investigation after receiving a complaint about four Zara ads featured on the brand’s app and website in May. Two were cleared, but the other two were flagged for how they portrayed the models’ appearance.

In one image, a model wearing a short white dress had her legs heavily shadowed, making them appear thinner than they were. Her pose exaggerated the angles of her arms and elbows, making her frame look visibly out of proportion.

In the second image, the model’s protruding collarbones became the visual focal point, made more prominent by her slicked-back hairstyle and a low-cut shirt. The ASA concluded that these elements combined to present the model as gaunt and “unhealthily thin.”

Zara’s Response

Zara said both models had medical certificates showing they were healthy. The photos were only slightly edited for lighting and color. Still, the brand took down all flagged images from its platforms. Zara also said it follows industry rules, like the Fashioning a Healthy Future report, which supports health checks for models.

A Bigger Industry Problem

Zara isn’t the only brand facing this issue. Recently, Marks & Spencer, Next, and Yves Saint Laurent also had ads banned for showing models seen as too thin.

The fashion industry has been criticized for promoting very limited and unhealthy beauty standards. These can lead to body image problems and eating disorders.

Some countries, like France, now ask models to show health certificates. Others, like Spain and Italy, follow voluntary rules. But many people still say that thinness is shown too often in both high fashion and everyday clothing ads.

Cultural Backlash and Online Reactions

The ban has reignited debate across social media. While some users praised the ASA for upholding responsible standards, others questioned whether the decision unfairly judged body size and conflated slimness with poor health.

“This just brings back all the harm from the ‘90s size-zero era,” one TikTok user wrote. “We need to protect the next generation from toxic beauty norms.”

Others felt the decision overstepped, with comments arguing that body policing—whether for thinness or size—can be harmful in itself.

What’s Next for Fashion?

Experts say fashion brands may face reputational risks if they continue to feature models that promote unrealistic body ideals. Still, Michael Mulvey, a marketing professor at the University of Ottawa, warned that the buzz may benefit Zara in the short term: “We’re all talking about Zara, which raises brand visibility—even if the attention is controversial.”

The ASA has made it clear: Zara must ensure all future campaigns are “prepared responsibly.”

Do you think fashion brands should be held accountable for the body images they promote? Join the discussion below.

More…

• https://www.cbc.ca/news/world/zara-ad-banned-thin-model-2025-1.7602130
• https://www.bbc.com/news/articles/cp941z3nnnxo
• https://www.overheretoronto.com/the-national-franchise-show-toronto