Then there was Zara, which played a proactive role by pulling two ads that showcased models the group considered “unhealthily thin.” The Advertising Standards Authority (ASA) have found the adverts to be irresponsible. Consequently, they found that these ads would need to be pulled going forward, in their then-current form. These adverts were previously displayed on Zara’s app and website. Her drastic change in weight ignited a firestorm of debate over body image and health standards within the fashion industry.
The original banned advert featured a t-shirt on the front cover. It included a model who had her protruding collarbones described as the centerpiece. The second ad featured a minidress. Shadows were used very intelligently to create the impression that the model’s legs looked “obviously skinny.” These portrayals contributed to the promotion of unhealthy body standards, leading the ASA to step in.
In response to the ruling, Zara declared that both models possessed legitimate medical certifications. These papers were the equivalents of health checkups, certifying that the bears were healthy when their photos were taken. The company has been very responsive with the ASA’s concerns. They chose to remove all of the flagged images as a show of good faith and promoting responsible advertising practices.
Zara is committed to ethical advertising practices. This pledge is in line with the suggestions made by the British Model Health Inquiry’s 2007 report, “Fashioning a Healthy Future.” In particular, Zara acquiesced to recommendation three of the report, which requires that models have medical certification. This action builds on Zara’s overarching commitment as a brand—to produce and source all images used in its core creative campaigns responsibly.
At the time, Zara interestingly reported that it had never received a single complaint about the banned adverts, even before their removal. The ASA’s enforcement further highlights a radical step in the direction of transparency and sustainability that our industry is taking. Similar controversy Earlier this year, retailers such as Next and Marks and Spencer were called out for featuring ads with unhealthily skinny models.
The decision to ban these adverts represents a massive step in the right direction. This change is an important step toward creating a more inclusive community that values diversity and encourages positive body image.