Overview

• The ASA upheld a complaint and banned two ads from Zara’s May product listings for making models appear unhealthily thin with protruding collarbones
• One ad showed a model in an oversize pocket shirt whose low-cut design and arm positioning highlighted an overly slim upper body
• The second ad featured a voluminous short dress where shadows and styling made the model’s legs look gaunt and out of proportion
• Zara complied by removing the contested images and emphasized that its models hold medical certificates and that edits are limited to minor lighting and colour adjustments
• This decision follows earlier ASA bans of Next and Marks & Spencer ads and signals stricter enforcement of CAP Code social responsibility rules in fashion advertising