Overview

• The ASA ruled on August 6 that two images from Zara’s UK campaign depicted models with “unhealthy thinness” and must no longer appear.
• One banned image showed a short white dress that the regulator said used shadows to accentuate “filiform legs” deemed “absolutely disproportionate” to the models’ arms.
• Complaints from feminist and eating-disorder prevention activists prompted the ASA investigation and subsequent ban.
• Zara UK immediately withdrew the flagged photos and stated both models were certified healthy at the time of the shoot.
• The decision follows similar ASA rulings earlier in 2025 against Next and Marks & Spencer to enforce responsible fashion advertising standards.