Zara advertisements have prohibited models that seemed to be `unhealthy ” ‘

The advertising regulator in the United Kingdom has prohibited two Zara advertisements for using models that seemed “harmless”, finding that the photos were “irresponsible” to run.

The Authority of Standards (ASA) advertising said that the staff had investigated four announcements that the fashion retailer published in May after receiving a complaint. He found that two photos were in accordance with the United Kingdom standards, but were not.

A decision declared style choices for the photos – from image lighting to clothes itself – contributed to the impression that the model was too thin.

“His hair was styled in a smooth rear bread, which attracted the accent on his head while making him appear slightly emaciated. There was a contrast in the way in which his weapons and his elbow joints were positioned, which revealed her body slightly out of proportion. In addition, because of the style of the dress she wore.

“For these reasons, we considered that the style, image lighting and the choice of clothes meant that the announcement created the impression that the model was unhealthy.”

The guard dog has judged that “irresponsible” announcements cannot appear again in their current form and said that Zara must ensure that all of her images are “prepared in a responsible manner”.

The decision said Zara had deleted all the photos in question from her website after the complaint. The retailer said his models “had a medical certification that proved that they were healthy” when they were photographed.

He also said that he had not changed the photos “beyond the very minor lighting and coloring changes”.

The fashion industry has long been criticized on its use of excessively thin models, which researchers have long linked to food disorders, negative body image and body dysmorphia.

Other brands such as Gucci, Urban Outfitters and Mango have also prohibited advertisements on the problem. In 2015, the ASA prohibited a Yves Saint Laurent announcement with a model whose rib cage showed.

Several countries have caused protective measures over the years: France has prohibited ultra-thin models without the score of a doctor reaching their health under a law of 2015, while Italy and Spain rely on voluntary codes of driving.

Various fashion companies, individual publications and fashion weeks around the world have also limited the use of underpoped and minor models.

Decades of debate

The online reaction to the prohibition went from the praise of the application of ASA to disappointment in the conclusion of the authority that the model seemed unhealthy. Some people in the comments of Reddit Threads and Tiktok said they thought that the decision was an example of a person’s overall health judgment depending on their body size.

“As a person who grew up in the era of the 90s and 2000 size 0, and you had to be as thin as a drug addict, I saw how it affected adolescents, so I am happy that there are standards in place. I know that everyone considers it as a non-problubme, but most who think that it is not those who are affected by this”, wrote a person on Tiktok.

“I just think we should not comment on the weight / appearance of people,” said another.

The cultural construction of the “ideal” body has varied from a decade to a decade, by bicycle from thin to muscle in curved and everything else. Images of thin women dominated the dominant current during the valve era in the 1920s, again with thin models like Twiggy in the 60s and another time with the “Waif” phase and what is called “chic heroine” in the 90s.

In recent years, media and fashion industries have adopted various types of body. Michael Mulvey, associate professor of marketing at the University of Ottawa, said that he was not entirely surprised to see the debate around thin models in the consumer conversation.

“It was again as already seen,” said Mulvey about Zara News’s view. “It really goes through these cycles and these swings.”

Mulvey said that some buyers could turn their back on brands that use excessively thin models, but he said the saying of the adage “there was no bad publicity” was probably going to ring.

“We are talking about Zara, everyone is talking about Zara. Zara is everywhere on social networks, so there will be this enormous increase in conscience and association with Zara and his place in the fashion world,” said the professor.