Two Zara ads have been blocked by the British Advertising Standards Authority (ASA), as the models featured in them were deemed “too skinny.”

According to the ruling, the staging and photoshop of the photos – such as the shadows and hairstyle in a tight bun – made a model’s face appear “extremely emaciated”. In another image, the posture and plunging neckline of the blouse made the model’s collarbones protrude prominently, which was deemed by the ASA to be a “focus on excessive weakness.”

The ASA called the images “irresponsible” and ruled that they should not be shown again in their current form. It also called on Zara to ensure that all future ads are “created responsibly”.

Zara has withdrawn the offending photos, but said both models have medical certificates attesting to their good health at the time of the shoot.

The banned images were previously featured on the company’s app and website as part of a carousel of photos of worn clothing.

For its part, Zara said it did not receive any complaints but decided to withdraw all the images that were flagged. It said the images had undergone only “minimal editing” of lighting and colour.