LONDON – Zara has removed two images from its website following a single complaint to Britain’s Advertising Standards Authority, the independent regulator for advertising. The ASA, which published its ruling on Wednesday, said the images made the models appear “unhealthily thin.”

The first image showed a model wearing a long and loose silky white blouse with a deep V-neck. The ASA noted that the low-cut design of the shirt “drew attention to the model’s upper chest area, creating a focal point around her collarbone, which was protruding.”

It added that the model’s pose, “created the impression” that her arms, shoulders and chest were very slim. “Overall, we considered that the pose of the model and the choice of clothing in the ad created the impression that the model was unhealthily thin,” the ASA said.

Another image showed a separate Zara model wearing a white spaghetti strap minidress with a flouncy skirt. The ASA said the shadows over the model’s legs “drew attention to them, whilst making them appear noticeably thin.”

The watchdog added that the model’s hair was styled in a “slicked-back bun, which drew emphasis to her head whilst making it appear slightly gaunt.” It also took issue with the model’s stance, “which made her body appear slightly out of proportion,” and added that her collarbone was “visibly protruding.”

The ASA looked at two other Zara images flagged by the person complaining, but said they were not in breach of any rules and could not be considered “irresponsible.”

Zara said it took note of the ASA’s decision “following an individual complaint regarding two images on our website,” and immediately removed the images when the ASA made it aware of the complaint.

“We are committed to responsible content and follow stringent guidelines and controls in the selection and photographing of models, as well as in the selection of images,” Zara said.

The clothing retailer also told the ASA that it “operated in line with the recommendations of Fashioning a Healthy Future, a report published by the U.K. Model Health Inquiry.”

It also confirmed that both models had medical certification which proved they were in good health, and that none of the images had been modified “beyond very minor lighting and coloring edits.”

Despite its frequent finger-wagging, the ASA is a non-statutory, self-regulatory organization that cannot interpret or enforce legislation in the U.K. It often rules on cases that have drawn a handful of complaints from members of the  public.

As reported last year, it backtracked on a decision it had made two months prior regarding a Calvin Klein underwear ad from 2023 featuring the singer FKA Twigs.

The ASA had originally said the ad, which had appeared as part of a wider poster campaign that also featured Kendall Jenner, objectified the singer and “must not appear again in the form complained of.”

It later published an updated ruling, saying that while viewers’ attention might be drawn to the singer’s body, the images were “not sexually explicit, and presented a woman who appeared to be confident and in control.”