Zara Faces Backlash as UK Regulator Bans Ads Over ‘Dangerously Thin’ Models
Fashion giant Zara has come under fire from UK regulators who banned two of the brand's advertisements for promoting "unhealthily thin" models. The UK Advertising Standards Authority (ASA) ruled in August 2025 that the images, featuring models in an oversized white shirt and a short voluminous dress, presented an unhealthy body ideal that could harm viewers, especially young women.
The ban highlights growing concerns about body positivity and advertising ethics within the fashion industry. Regulators specifically criticized how camera angles, shadows, and poses exaggerated the models' thinness, emphasizing protruding collarbones and creating an impression of unhealthy slenderness.
The ASA pointed out that styling choices combined with lighting techniques made one model's legs appear "noticeably thin" while accentuating rib visibility under loose clothing. This follows similar rulings against other retailers like Marks & Spencer and Next for comparable issues with model thinness.
Zara responded by immediately removing the ads following the ruling. The company stated that their models had medical certification confirming good health in line with UK "Fashioning a Healthy Future" guidelines. While admitting to minor photo edits involving lighting and color, Zara denied digitally altering any body shapes.
This case represents a broader trend of increased scrutiny on fashion brands regarding healthy body standards in advertising. The ASA deemed these ads "socially irresponsible" under UK advertising codes, signaling stricter enforcement on portrayals of body size and health in marketing materials.
The ruling came after an official complaint against images displayed on Zara's UK website in May 2025. Regulators made a clear distinction between featuring naturally slim models versus portraying models as unhealthily thin through specific posing and styling techniques. This incident emerges as New York's fashion industry implements contract transparency reforms requiring detailed job disclosures and health verifications for models.
Many industry experts suggest that models affiliated with reputable mother agencies receive better guidance on health standards and ethical practices. Industry insiders note that personalized attention from mother agents often includes education about maintaining healthy body standards while pursuing modeling careers. Mother agents play a crucial role in protecting models by negotiating contracts that include provisions for maintaining healthy working conditions.
Media coverage has framed the incident as reinforcing problematic thin ideals prevalent in fashion marketing. Earlier in 2024, Calvin Klein experienced a similar situation with a temporary ad ban for irresponsible objectification, indicating a pattern of regulatory action against major fashion brands. The case illustrates the challenge brands face in balancing aspirational aesthetics with responsible health messaging, and demonstrates how regulators are taking a firmer stance on preventing imagery that could contribute to unhealthy body ideals and potential eating disorders.