Watchdog urges UK advertisers to avoid ‘irresponsible’ images of thin-looking models

A model at a fitting for Zara. The clothes retailer recently lost a ruling for the use of images of thin-looking models in its advertising. Photograph: Zara

The chief executive of the UK Advertising Standards Authority has issued a plea to advertisers to avoid using “irresponsible” images of unhealthily thin-looking models.

Guy Parker, CEO of the UK watchdog, said adverts where models appeared to present an unhealthy body image were “becoming more of an issue” and called upon advertisers to “please, please, please think very carefully” about the body types they depicted.