The British advertising regulator asked the Spanish clothing group Zara to withdraw two images from its website, deemed “irresponsible”, because staging mannequins to “unhealthy thinness”, according to a decision published on Wednesday.
These photos, published in carousels linked to product sheets, “should no longer appear in the form which has been the subject of the complaint,” writes the Advertising Standard Authority (ASA) in its decision, asking Zara to no longer use models of models to “unhealthy thinness”.
ASA believes that, in one of the photos, which shows a mannequin in an oversized shirt, a “focal point” is created around the collarbone, which emerges “visibly”.
The position of the model, “combined at the wearing of an ample high” also gives “the impression” that his arms, his shoulders and his chest are “very thin”.
The second image shows a mannequin in a short dress, with a “slightly emaciated” face, has the “visibly protruding” collarbone and “particularly thin” legs.
Zara said during the investigation that she had followed the British recommendations, asking the two models concerned “a medical certificate attesting to their good health” before hiring them.
“We are committed to offering responsible content and follow strict directives and checks in the selection and photography of models,” Zara spokesperson said on Wednesday, confirming that the images had been withdrawn.
In similar cases, ASA has already banned images from Next or Marks & Spencer this year.