Two Zara advertisements have been banned in the UK after regulators ruled they promoted an irresponsible body image by featuring models who appeared excessively thin, according to Euronews.

The decision came from the Advertising Standards Authority (ASA), which reviewed the ads, released in May, after receiving an individual complaint.

The ads showed one model was shown wearing an oversized white shirt that accentuated her protruding collarbone, while another appeared in a short white dress with what the ASA described as a "gaunt" frame. 

According to the watchdog, Zara used camera angles and shadowing to exaggerate thinness, making one model's legs appear "noticeably thin" and her arms and joints "out of proportion." 

Zara responded by immediately removing the images and updating its product listings. The retailer said both models had medical certificates confirming they were in good health, and that only minor lighting and color edits had been made. 

A spokesperson for Zara UK said, "We note the ASA's decision following an individual complaint regarding two images on our website which we removed when the ASA made us aware."

The company added it adheres to strict guidelines in model selection and image editing.

The ASA investigated two other Zara ads but decided not to ban them.

The case adds to a broader trend of increased scrutiny in fashion advertising. Last month, the ASA banned an M&S campaign over concerns about unhealthy body portrayal. A separate ad from UK retailer Next, showing a model in blue skinny jeans, was also banned earlier this year for similar reasons. Next challenged the ruling, claiming the model had a "healthy and toned physique." 

The ASA's rulings have intensified calls for brands to adopt more diverse and responsible approaches to body image in media and fashion. 

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