Ad watchdog finds two models portrayed irresponsible body images

The UK’s Advertising Standards Authority (ASA) has banned two advertisements from Zara, stating that the models featured appeared “unhealthily thin.”

The ads were displayed on Zara’s website in May 2025. One depicted a model wearing an oversized pocket shirt, while the other showed a voluminous short dress.

In response, Zara said the models were professionals who had worked with top fashion brands and held valid health certifications. The company also clarified that the photos were largely unedited, aside from minor lighting and colour adjustments.

However, the ASA concluded that the models “appeared unhealthily thin” and deemed the ads irresponsible. Following the ruling, Zara has removed the images, as reported by the BBC.

This follows a similar decision in July, when the ASA banned ads by Marks and Spencer over comparable concerns.