Two Zara advertisements have been banned by the UK’s Advertising Standards Authority (ASA) for depicting models who appeared “unhealthily thin,” a move that underscores growing concerns about body image in fashion advertising.

The ASA found that the ads, which were featured on Zara’s website and mobile app, breached advertising standards by promoting unrealistic and potentially harmful body ideals. One banned image showed a model wearing a short dress, with the ASA noting that her slicked-back hair, pronounced shadows, and thin legs gave her a “gaunt” appearance and created an “out of proportion” look. In the second ad, promoting a low-cut shirt, the model’s prominent collarbones were highlighted in a way that made them the “focal feature,” contributing to an unhealthy portrayal.

Although Zara voluntarily removed all four ads under review, only two were deemed in violation of advertising guidelines. The company defended the campaign, stating that both models had provided medical certificates confirming they were healthy at the time of the shoot. Zara also noted the images were only lightly edited for lighting and color, and that no complaints had been received from customers.

The fashion giant further cited its adherence to the 2007 UK Model Health Inquiry’s “Fashioning a Healthy Future” guidelines, which recommend health certifications from doctors trained to detect eating disorders.

Despite Zara’s defense, the ASA concluded that the ads failed to meet standards for responsible advertising and could contribute to harmful perceptions of body image. The regulator reminded Zara of its obligation to ensure future campaigns reflect a more responsible and inclusive representation of body types.

This isn’t an isolated case. In July, Marks & Spencer had an ad pulled for a model whose styling, including pointed shoes and posture, made her legs appear excessively thin. Earlier in the year, Next faced a similar ruling over an image of a model in skinny jeans that was found to emphasize thinness through camera angles and styling.

The ASA’s decisions have reignited public debate about consistency in regulating body image in advertising—raising questions about whether the same scrutiny should be applied to depictions of unhealthy overweight models. The ASA has yet to formally address this issue.

As consumer awareness grows and public pressure mounts, the ASA’s actions signal a broader effort to hold fashion brands accountable for the body standards they promote and to encourage healthier, more diverse representations in advertising.