UK Watchdog Pulls Zara Ads for Promoting Harmful Body Image

Fashion giant Zara has come under fire after two of its ads were banned by the UK’s Advertising Standards Authority (ASA) for promoting what regulators called “irresponsible” depictions of body image.

The ads, which appeared on Zara’s app and website, featured models that the ASA said looked “unhealthily thin”, with one image emphasizing “protruding collarbones” and another using lighting and posture that made the model’s legs appear noticeably thin.

Zara responded by removing the flagged images and emphasized that both models had medical certificates confirming their health. The brand also claimed the photos were only minimally edited for lighting and color.

This is not the first time the fashion industry has faced such criticism. Earlier this year, both Marks & Spencer and Next had similar ads banned for presenting models who appeared underweight. While Zara cited compliance with existing industry health standards, the ASA ruled the imagery was still harmful and must not appear again.

The controversy has reignited calls for clearer regulations around body representation in advertising, especially in an industry where appearance has long shaped perceptions of beauty, health, and worth.