```html Zara Adverts Banned for Featuring "Unhealthily Thin" Models

Two adverts by fashion giant Zara have been banned by the Advertising Standards Authority (ASA) for portraying models as "unhealthily thin." The ASA upheld complaints that the images were irresponsible and could potentially promote unhealthy body image ideals, particularly among young people.

ASA Upholds Complaints Against Zara's Advertising

The watchdog ruled that the advertisements, which appeared on Zara's website and app, must not be displayed again in their current form. The ASA cited concerns over the models' physical appearance in the ads, pointing to specific features that contributed to their assessment.

In one advert, the ASA noted that shadows and a slicked-back hairstyle created a "gaunt" appearance on the model. In the second advert, the low-cut design of a shirt drew undue attention to the model's "protruding" collarbones. The ASA concluded that these elements, combined with the models' overall physique, presented an unhealthy and potentially harmful image to viewers.

“We considered that the models in both ads looked unhealthily thin,” the ASA stated in its ruling. “We therefore concluded that the ads were irresponsible and likely to cause serious offence.”

Zara Responds to the Ruling

Zara has removed the adverts in question and stated that both models possessed medical certificates confirming they were in good health at the time the photos were taken. The retailer also informed the ASA that the images had undergone only minor lighting and coloring adjustments.

Furthermore, Zara emphasized its adherence to the recommendations outlined in the 2007 UK Model Health Inquiry report, "Fashioning a Healthy Future." Specifically, they cited compliance with recommendation three, which advises models to provide medical certifications attesting to their good health from doctors specializing in eating disorders.

Wider Concerns About Body Image in Advertising

This ruling comes amidst growing scrutiny of the fashion and advertising industries' role in perpetuating unrealistic body image ideals. The ASA has taken similar action against other retailers this year, including Marks & Spencer and Next, for featuring models deemed "unhealthily thin."

Dr. Carolyn Mair, a cognitive psychologist specializing in the impact of fashion on body image, commented on the ruling. “The ASA's decision reflects a growing awareness of the potential harm that unrealistic and unattainable body ideals can inflict, especially on vulnerable individuals," she stated. "While medical certificates are a step in the right direction, they don't address the broader issue of representation. The industry needs to move towards showcasing a wider range of body types to promote inclusivity and positive self-perception."

The debate extends beyond just thinness. Some argue that advertisements should also be held accountable for promoting unhealthy representations of larger body types. This raises complex questions about defining "healthy" and the potential for unintended consequences when regulating body size in advertising.

Historical Context and Shifting Standards

The issue of model health and body image in advertising is not new. Concerns have been raised for decades about the pressure on models to maintain extremely thin figures and the potential impact on young people's self-esteem. In the past, self-regulation within the fashion industry was often the norm, but increasing public pressure and regulatory scrutiny have led to stricter guidelines and enforcement.

The ASA's recent rulings signal a shift towards greater accountability for advertisers in promoting responsible and inclusive representations of bodies. While the specific criteria for determining what constitutes an "unhealthily thin" model remain subjective, these actions highlight a growing commitment to protecting consumers from potentially harmful advertising practices.

The Future of Body Image in Advertising

The Zara case serves as a reminder for brands to carefully consider the potential impact of their advertising campaigns on body image perceptions. It also underscores the importance of ongoing dialogue between the advertising industry, regulatory bodies, and the public to establish clear standards and promote responsible representation.

As consumer awareness and activism continue to grow, fashion brands will likely face increasing pressure to prioritize inclusivity and promote positive body image ideals in their advertising and marketing strategies. ```