Model Zara criticized for using extremely thin models in UK fashion
Zara Removes Images of Models with Unhealthy Thinness Following ASA Guidelines
The UK Advertising Standards Authority (ASA) has issued a directive to Spanish clothing giant Zara, asking the company to remove two images from its website that were deemed to portray models in an unhealthily thin manner.
The images in question, which have since been removed, show models with prominently visible collarbones and thin limbs. One image features a model in an oversized shirt, while another depicts a model in a short dress. In the latter image, the model's face appears slightly gaunt.
The ASA's guidelines for model representation in advertising emphasize that models should not be presented as unhealthily thin. The assessment of a model's appearance involves considering visible signs such as prominent collarbones, protruding bones, gaunt facial features, or disproportionately slim limbs. However, the presence of visible bones alone does not necessarily mean the model is unhealthily thin if the overall body appears proportionate and healthy.
Factors such as posture, clothing style, camera angle, lighting, and image cropping are also taken into account to see if they contribute to an impression of unhealthy thinness. For example, baggy clothing or lighting effects may make limbs appear slimmer but do not automatically indicate unhealthy thinness if the model remains proportionate overall.
Advertisers are expected to prepare images responsibly and avoid portraying models in ways that promote unhealthy body images. If ads are found to present models as unhealthily thin, they must be removed or amended, and the advertisers warned not to repeat such depictions.
In this case, Zara had indicated during the investigation that it had asked the two models concerned for a medical certificate attesting to their good health before hiring them. However, the ASA focuses on the visual impression the ad creates rather than certification alone.
The ASA's commitment to promoting body positivity and preventing unrealistic or potentially harmful depictions in fashion advertising is demonstrated by recent rulings that have banned ads from Zara and Marks & Spencer for portraying models who appeared unhealthily thin.
A Zara UK spokesperson confirmed that the images in question have been removed. This action follows similar moves by the ASA earlier this year, when it banned images from clothing brands Next and Marks & Spencer for similar reasons.
The ASA's guidelines require that advertisements must not use or present models in a way that portrays them as unhealthily thin, taking account not just of the models' actual body health but the overall visual impression and social responsibility of the ad's presentation. If an ad breaches these principles, the ASA can require removal or modification.
[1] Advertising Standards Authority (2021) Guidance on body composition and models. Available at: https://www.asa.org.uk/media/1506/body-composition-and-models-guidance.pdf [2] Advertising Standards Authority (2021) Zara: Ads must not feature models who appear unhealthily thin. Available at: https://www.asa.org.uk/rulings/zara-ads-must-not-feature-models-who-appear-unhealthily-thin.html [3] Advertising Standards Authority (2021) Marks & Spencer: Ads must not feature models who appear unhealthily thin. Available at: https://www.asa.org.uk/rulings/marks-spencer-ads-must-not-feature-models-who-appear-unhealthily-thin.html [4] Advertising Standards Authority (2021) Next: Ads must not feature models who appear unhealthily thin. Available at: https://www.asa.org.uk/rulings/next-ads-must-not-feature-models-who-appear-unhealthily-thin.html [5] Advertising Standards Authority (2021) Guidance on the depiction of models in advertising. Available at: https://www.asa.org.uk/media/1679/guidance-on-the-depiction-of-models-in-advertising.pdf
- The hunt for fashion that embraces a healthier perspective is encompassing more than just clothing, as the Advertising Standards Authority (ASA) has expanded their focus to include mental health, women's health, health-and-wellness, and lifestyle sectors, ensuring that these industries also comply with their guidelines about the portrayal of models.
- With science playing a crucial role in understanding and promoting healthy body images, the ASA’s guidelines encourage advertisers to make informed decisions when featuring models, leaning towards individuals who present a balanced and proportionate appearance, helping to empower self-esteem and combat mental-health issues related to body image in society.
- As responsible fashion becomes an increasingly vital component of the fashion-and-beauty industry, leading brands such as Zara, Marks & Spencer, and Next continue to pursue a healthier approach to their advertising strategies, working closely with the ASA to uphold their principles and ensure the representation of models contributes positively to the overall well-being and self-perception of their consumers.
