Overview

• The Advertising Standards Authority ruled that two Zara product images highlighted protruding clavicles, gaunt features and overly thin limbs, branding them irresponsible.
• Zara removed the contested photos from its UK website on August 6 and confirmed both models supplied medical certificates attesting to their health.
• The ASA directed that the ads must not reappear and instructed Zara to ensure all future imagery is prepared responsibly to avoid promoting unhealthy thinness.
• Zara pledged to follow the Fashioning a Healthy Future guidelines, requiring medical clearance and strict controls in model selection and photography.
• Earlier this year the ASA prohibited similar campaigns by Next and Marks & Spencer, underscoring heightened scrutiny of fashion advertising standards.