Britains advertising regulator, the Advertising Standards Authority ASA, has banned two online ads from the Spanish clothing company Zara , ruling that the models appeared unhealthily thin and the images were irresponsible.
The ASA received a complaint about the ads, which were featured on Zaras website in May.
The regulator found that one models pose and styling exaggerated her protruding collarbones, making her look very slim.
Another model was deemed to look slightly gaunt due to a combination of lighting, clothing, and her slicked-back hair, which made her appear noticeably thin.
In its defence, Zara stated that the models had medical certificates confirming their health and that only minor edits were made to the photos.