3 godzin temu
Fashion giant Zara has been ruled to have published "socially irresponsible" photographs of models who appeared to be unhealthily thin by the advertising watchdog. The Advertising Standards Authority (ASA) upheld a complaint about two product listings on the retailer's website from May.
The controversial images featured one model wearing an oversize pocket shirt and another in a voluminous combined short dress. The ASA received a single complaint arguing the advertisements were irresponsible because the models appeared unhealthily thin.
Zara defends model selection
Zara defended its choice of models, stating they had worked for well-known and reputable fashion brands. The company confirmed both models possessed medical certification proving they were in good health and insisted none of the images had been modified beyond very minor lighting and colouring edits.
The retailer confirmed it had amended the product listings after receiving the complaint and removed the specific images in question. However, the ASA's investigation proceeded to examine whether the advertisements breached advertising standards.
Watchdog highlights specific concerns
The ASA said the low-cut design of the shirt in the first advertisement drew attention to the model's upper chest area, creating a focal point around her protruding collarbone. The positioning of her arms whilst wearing the baggy shirt created the impression that her arms, shoulders and chest were very slim.
The watchdog concluded the pose and clothing choice created the impression the model was unhealthily thin. Similarly, the styling, lighting and clothing choice in the second image meant that advertisement also created the impression the model was unhealthily thin.
Company commits to responsible content
The ASA stated: "For the above reasons, we concluded that the models appeared unhealthily thin and that the ads were irresponsible." The ruling represents a significant intervention by the advertising watchdog in fashion industry practices.
A Zara UK spokesman responded: "We note the ASA's decision following an individual complaint regarding two images on our website which we removed when the ASA made us aware. We are committed to responsible content and follow stringent guidelines and controls in the selection and photographing of models, as well as in the selection of images."
(PA) Note: This article has been edited with the help of Artificial Intelligence.
