The Advertising Standards Authority (ASA) has banned two Zara adverts for depicting models considered “unhealthily thin,” in a move reflecting increased regulatory focus on responsible body representation in fashion advertising.

The fashion giant‘s ads, released in May, featured one model wearing an oversized white shirt with her collarbone prominently emphasised by the shirt’s design and the positioning of her arms.

Another showed a model in a short white dress whose legs appeared noticeably thin, while styling and lighting accentuated a gaunt appearance.

Subscribe to Marketing Beat for free

Sign up here to get the latest agency-related news sent straight to your inbox each morning

The ASA ruled these images irresponsible and ordered Zara not to use them again in their current form. Two other adverts featuring the same models were investigated but cleared.

In its ruling, the ASA highlighted how elements such as clothing choice, pose, lighting, and camera angles combined to create an impression of unhealthy thinness.

This decision follows a similar ASA ruling against Marks & Spencer last month, which saw an online advert banned after a model appeared “unhealthily thin” due to pose, clothing, and camera angle.

Both rulings highlight the regulator’s growing scrutiny over the portrayal of body image in fashion advertising, amid wider calls for brands to ensure responsible and diverse representation.

Zara has yet to publicly respond to the ruling.