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

Two adverts by fashion retailer Zara have been banned by the Advertising Standards Authority (ASA) for featuring models who appeared "unhealthily thin." The ASA deemed the images irresponsible and ruled that they must not be used again in their current form. Zara has removed the adverts from its app and website and stated that the models had provided medical certification of good health at the time of the photoshoot.

ASA Cites 'Gaunt' Appearance and 'Protruding Collarbones'

The ASA upheld complaints against the adverts, citing concerns about the models' appearance. In one advert, the ASA stated that shadows and a slicked-back hairstyle made one model appear "gaunt." In the other, the model's pose and the low-cut design of a shirt emphasized "protruding" collarbones, which the ASA considered an unhealthy representation.

The watchdog emphasized that advertisers have a responsibility to ensure their images are prepared responsibly and do not promote unrealistic or unhealthy body images. The ASA investigated two other Zara adverts but did not ban them. Zara chose to remove all flagged images.

Zara Responds, Cites Health Certifications

Zara told the ASA that none of the images had been modified beyond minor lighting and coloring edits. The company also stated that it adheres to the recommendations of the 2007 UK Model Health Inquiry report, "Fashioning a Healthy Future," specifically recommendation three, which advises models to provide medical certificates attesting to their good health from doctors specializing in eating disorders.

Despite these measures, the ASA concluded that the presentation of the models in the banned adverts was still problematic.

Expert Perspective: The Pressure on Fashion Advertising

Dr. Carolyn Mair, a cognitive psychologist specializing in the fashion industry, comments, "This ruling highlights the ongoing pressure on fashion brands to promote realistic and healthy body images. While certifications are a step in the right direction, they don't address the broader issue of how models are styled and photographed. Lighting, posing, and even hairstyles can significantly alter a model's appearance, and brands need to be mindful of the overall message they are sending."

Context: A History of Concerns Over Model Health

The debate over model health and body image in fashion advertising is not new. For decades, concerns have been raised about the use of excessively thin models and the potential impact on viewers, particularly young people. The 2007 UK Model Health Inquiry was a landmark event, leading to increased awareness and some industry changes. However, incidents like this Zara ban demonstrate that challenges remain.

Recent Bans Highlight Industry-Wide Issue

This is not an isolated incident. Several other retailers have faced similar ASA bans this year. In July, Marks & Spencer had an advert banned for featuring a model deemed "unhealthily thin." The ASA cited the model's pose and clothing choices, which emphasized the slenderness of her legs, as contributing factors. Earlier in the year, Next also had an advert for skinny jeans banned for a similar reason.

July 2024: Marks & Spencer ad banned for 'unhealthily thin' model. Earlier 2024: Next ad banned for emphasizing model's thin legs.

Analytical Viewpoint: The Evolving Role of Advertising Standards

Media analyst Sarah Jenkins argues that the ASA's increased scrutiny reflects a shift in public expectations. "Consumers are increasingly aware of the potential harm caused by unrealistic beauty standards, and they are holding brands accountable. The ASA's role is evolving from simply ensuring factual accuracy to also addressing issues of social responsibility and ethical representation."

She adds, "These bans serve as a warning to the fashion industry that it needs to move beyond token gestures and implement meaningful changes to promote diversity and inclusivity in its advertising."

The ASA's decision underscores the ongoing need for vigilance and responsible practices within the fashion industry to ensure that advertising promotes healthy and realistic body images. ```