Zara forced to withdraw two ads for showing overly thin models
ASA is the British regulatory body that has considered that the photographs can promote eating disorders
BarcelonaZara has had to withdraw two ads because they were banned by the Advertising Standards Authority (ASA), the UK body responsible for regulating the advertising industry. According to the authority, the images were "socially irresponsible" because the models were too thin. The fashion retailer has been forced to remove them from all platforms and says it is committed to ensuring all campaigns are prepared responsibly.
According to the ASA, one of the images in the ad made the model appear gaunt, and in another, the protuberances of the collarbones could be seen thanks to the low-cut design of the shirt. The second ad was for a suit, and the photographs showing it were shot and edited in such a way that the model appeared disproportionately large. The ads appeared on the retailer's app and website, and Zara has had to withdraw both, but has stated that the models in question had a medical certificate confirming they are in good health.
Aside from these ads, the organization has also been investigating others that were not ultimately banned. The brand has decided to remove them anyway, but stated that it had not received any direct complaints about the images. It stated that none had been modified aside from minor color and lighting tweaks. According to the Inditex multinational, the report's recommendations had been followed. Fashioning in a healthy future, written in 2007 by a group of experts at the request of the British Fashion Council (BFC), the body that represents the fashion industry in the United Kingdom.
The report was written following concerns about the appearance of excessively thin models on international catwalks and the fact that many suffered from eating disorders. The document advises on how to avoid problems arising from aesthetic pressure. Some of the proposals include banning models under 16 from catwalks, making it mandatory to have a medical certificate proving they are in good health, ensuring a healthy environment in the backstage or the establishment of a regulatory body. Zara claims to have specifically complied with the requirement that models must present a medical certificate. It's not the only brand that has had to withdraw advertising; this year, Marks & Spencer and Next have also had to shelve their advertising.
