The Advertising Standards Authority (ASA) in the UK has banned two advertisements from fashion retailer Zara, ruling that these images featured models who appeared ‘unhealthily thin.’ According to the BBC, the watchdog deemed the ads ‘irresponsible’ and ordered that they not be used again in their current form. This decision adds to the growing debate over body image in advertising and the use of excessively thin models.

In its ruling, the ASA pointed to specific details in the ads. In one image, the regulator found, shadows and a slicked-back hairstyle made the model look ‘gaunt.’ In the other, a model's pose and a low-cut shirt highlighted her ‘protruding’ collarbones. The ASA has now instructed Zara to ensure all future images are “prepared responsibly.”

In response, Zara removed the controversial photos from its app and website. The retailer stated, both models had medical certificates confirming their good health at the time of the shoot. However, the ASA concluded, these images still conveyed an unhealthy body image message, regardless of the models' actual health.

Zara told ASA, it had only made minor edits to the photos for lighting and color. The company also claimed to have followed a 2007 report from the UK Model Health Inquiry called ‘Fashioning a Healthy Future,’ which recommends that models provide medical certificates of good health from doctors with expertise in identifying eating disorders.

Zara isn't the only retailer to face this type of scrutiny. Earlier this year, the ASA banned ads from Marks & Spencer and Next for similar reasons. These decisions have prompted discussions about why the fashion industry is enabling an environment where appearing ‘unhealthily overweight’ isn't frowned upon, but appearing ‘unhealthily thin’ is. The ongoing issue highlights the challenges and responsibilities of retailers in portraying a healthy and diverse range of body images in their advertising.