Pramod Thomas is a senior correspondent with Asian Media Group since 2020, bringing 19 years of journalism experience across business, politics, sports, communities, and international relations. His career spans both traditional and digital media platforms, with eight years specifically focused on digital journalism. This blend of experience positions him well to navigate the evolving media landscape and deliver content across various formats. He has worked with national and international media organisations, giving him a broad perspective on global news trends and reporting standards.
THE second edition of the Global Chess League will be held in London from October 3 to 12, said the International Chess Federation (FIDE).
The 10-day, one-of-a-kind chess league featuring top players, will take place at Friends House in central London. The first edition was held in Dubai in 2023.
It will feature top players from around the world, including reigning world champions and rising stars, competing in a unique team format that emphasises strategy, collaboration, and high-stakes play, the statement added.
The Global Chess League is a joint initiative between FIDE and the Indian IT company Tech Mahindra. The league aims to unite the world's top chess players in one of the most historic cities.
In the tournament, the players will compete in a unique joint team format consisting of six players, including two top women chess players and a prodigy player per team.
Each team will play a total of 10 matches in a double round-robin format, with the winner of each match being decided in a best-of-six board scoring system, FIDE said.
"After a fantastic response to the inaugural season we are excited to continue our mission of expanding the reach of chess worldwide and drawing in new experiences for chess fans. Tech Mahindra’s commitment to usher in a new era in the modern chess ecosystem is commendable, and we are confident that the second edition of the league will provide the right platform and push needed to further elevate the sport," said FIDE president Arkady Dvorkovich.
Mohit Joshi, MD and CEO, Tech Mahindra said, "Chess and business share key values such as planning, speed, strategy, and risk management. The infusion of technology opens exciting new opportunities, transforming both fields. The Global Chess League’s second edition creates a unique platform for the global growth of chess.”
Google DeepMind introduces Genie 3, a new AI world model for training robots and autonomous systems
Model generates interactive, physics-based simulations from simple text prompts
Genie 3 could support the development of artificial general intelligence (AGI)
The tool is not yet available to the public and comes with technical limitations
Simulations could be used to train warehouse robots, autonomous vehicles, or offer virtual experiences
Google has revealed a new AI system called Genie 3, which it claims is a major advance towards developing artificial general intelligence (AGI). The model creates lifelike virtual environments from simple text prompts and could be used to train AI agents for real-world tasks, particularly in robotics and autonomous navigation.
Developed by Google DeepMind, Genie 3 enables AI systems to interact with realistic, physics-based simulations of the real world—such as warehouses or mountainous terrains. The company believes that these world models are a critical part of building AGI, where machines can perform a wide range of tasks at a human level.
How Genie 3 works
Genie 3 allows users to generate interactive virtual scenes by typing natural language prompts. These simulations can then be manipulated in real time—for instance, a user could ask for a herd of deer to appear on a ski slope or alter the layout of a warehouse.
The visual quality of the scenarios is comparable to Google’s Veo 3 video generation model, but the key difference is that Genie 3’s simulations can last for minutes, offering real-time interaction beyond Veo 3’s short video clips.
So far, Google has demonstrated examples of skiing and warehouse environments to journalists, but has not made Genie 3 available to the public. No release date has been given, and the company acknowledged the model has a number of limitations.
Why it matters for AGI
Google says Genie 3 and other world models will be vital in developing AI agents—systems capable of acting autonomously in physical or virtual environments. While current large language models are good at tasks like planning or writing, they are not yet equipped to take action.
“World models like Genie 3 give disembodied AI a way to explore and interact with environments,” said Andrew Rogoyski of the Institute for People-Centred AI at the University of Surrey. “That capability could significantly enhance how intelligent and adaptable these systems become.”
Applications in robotics and virtual training
The real-time, physics-based nature of Genie 3’s simulations makes them ideal for training robots or autonomous vehicles. For example, a robot could be trained in a virtual warehouse—interacting with human-like figures, avoiding collisions, and handling objects—all before being deployed in a physical setting.
Professor Subramanian Ramamoorthy, Chair of Robot Learning and Autonomy at the University of Edinburgh, said: “To achieve flexible decision-making, robots need to anticipate the consequences of different actions. World models are extremely important in enabling that.”
Broader industry competition
Google’s announcement comes as competition intensifies in the AI industry. Just days earlier, OpenAI CEO Sam Altman shared what appeared to be a teaser of GPT-5, the next major language model from the makers of ChatGPT.
While OpenAI and Google compete in developing advanced LLMs (large language models), world models like Genie 3 add a new dimension by allowing AI systems to perceive, act and learn from interactions in simulated spaces—not just process text.
What's next?
Alongside Genie 3, Google has also built a virtual agent named Sima, which can carry out tasks within video games. Though promising, neither Sima nor Genie 3 is available to the public at this stage.
A research note accompanying Sima last year stated that language models are good at planning, but struggle to take action—a gap that world models could help bridge. Google says it expects such models to play “a critical role” as AI agents become more embedded in the real world.
By clicking the 'Subscribe’, you agree to receive our newsletter, marketing communications and industry
partners/sponsors sharing promotional product information via email and print communication from Garavi Gujarat
Publications Ltd and subsidiaries. You have the right to withdraw your consent at any time by clicking the
unsubscribe link in our emails. We will use your email address to personalize our communications and send you
relevant offers. Your data will be stored up to 30 days after unsubscribing.
Contact us at data@amg.biz to see how we manage and store your data.
Reserve Bank of India (RBI) governor Sanjay Malhotra leaves after addressing a press conference, in Mumbai. (Photo by INDRANIL MUKHERJEE/AFP via Getty Images)
INDIA's central bank maintained its key interest rate at 5.50 per cent on Wednesday (6), as US president Donald Trump issued an executive order imposing an additional 25 per cent tariff on goods from India.
The Reserve Bank of India (RBI) kept steady the repurchase rate, the level at which it lends to commercial banks, after a unanimous vote by a six-member panel.
A majority of analysts had forecast a pause following a surprise 50-basis-point reduction in June.
The US tariff is set to take effect in three weeks and would be added on top of a separate 25 per cent tariff entering into force on Thursday (7). It maintains exemptions for items targeted by separate sector-specific duties such as steel and aluminum, and categories that could be hit like pharmaceuticals.
Reserve Bank governor Sanjay Malhotra said global trade challenges remained but that the "Indian economy holds bright prospects in the changing world order".
"We have taken decisive and forward looking measures to support growth," he said in a statement.
The RBI cut rates for the first time in nearly five years in February and followed up with two other reductions in April and June.
The Indian government has forecast above-average monsoon rains, which observers say should help growth, as higher agricultural output will aid the rural economy and keep vegetable prices stable.
But Trump's announcement on Tuesday (5) to "substantially" hike tariffs on Indian imports because of New Delhi's purchases of Russian oil has added pressure on India.
Before that threat was made, the existing 10 per cent US tariff on Indian products was already due to rise to 25 per cent on Thursday.
Malhotra acknowledged that "the uncertainties of tariffs are still evolving" even though "growth is robust".
Trump's pressure on India comes after he signalled fresh sanctions on Russia if it did not make progress by Friday (8) towards a peace deal with Ukraine.
India, the world's most populous country, is not an export powerhouse, but the US is its largest trading partner.
(Agencies)
Keep ReadingShow less
How Sydney Sweeney’s silent ad campaign became a Republican rally cry
Sydney Sweeney’s American Eagle ad sparked backlash over a “genes/jeans” pun
Critics accused it of echoing eugenics and white supremacist rhetoric
Public records revealed Sweeney is a registered Republican
Donald Trump praised her and attacked Taylor Swift in the same post
American Eagle stock soared as the ad became a right-wing rallying point
Let’s be honest: no one expected a jeans ad to spiral into this. Not Sydney Sweeney, not American Eagle, and definitely not the internet and yet, here we are.
It started with a dumb pun. It exploded into a cultural war. Now it’s a headline-grabbing mess involving eugenics, Republicans, and Donald Trump shouting into Truth Social. Somehow, a 27-year-old actress became the poster girl for a movement she hasn’t even acknowledged.
Here’s how it all unravelled.
The controversial American Eagle ad featuring Sydney Sweeney in head-to-toe denim Instagram/americaneagle
1. The ad: A pun so bad, it started a fire
On 23 July, American Eagle dropped a denim ad with Sydney Sweeney, best known for Euphoria and The White Lotus. In the clip, she says:
“Genes are passed down from parents... My jeans are blue.”
It was supposed to be cheeky. It ended up setting X and TikTok on fire. Critics accused the ad of echoing white supremacist rhetoric, especially with a blue-eyed, blonde actress talking about “genes.” The line between “playful” and “problematic” blurred, fast. The internet saw something way darker and it was just getting started.
People didn’t hold back. Users called the ad tone-deaf, dog-whistling, and straight-up “eugenics-coded.” Words like “Aryan” and “racial superiority” were trending. Even though it was likely just a bad pun from an overconfident marketing team, the optics were bad. Really bad.
It reeked of eugenics (that vile, discredited pseudo-science about "superior" genetics). "Literal Nazi propaganda," some screamed. "Tone-deaf!" "Promoting racial superiority!"
Others scratched their heads: "It's just jeans, people! Lighten up!" Too late. The fuse was lit. The internet doesn’t do nuance.
3. The plot twist: Then, her political registration leaked
Soon after the outrage, someone dug up public records showing Sweeney registered as a Republican in Florida, just a month after Donald Trump’s criminal conviction.
This revived an earlier controversy. Remember 2022? Photos surfaced from her mum's party with guests wearing "Make Sixty Great Again" hats (a MAGA parody). Sweeney pleaded then: "Stop making assumptions... an innocent celebration."
With her Republican registration now public, assumptions came flooding back, and this time, they stuck.
Now? Crickets. Total, deafening silence from Sweeney.
Sydney Sweeney’s American Eagle ad sparked backlash over a “genes/jeans” punInstagram/americaneagle
4. Enter Trump: "She's HOT! (And Republican!)"
On 3 August, a reporter told Trump about Sweeney’s political affiliation while he was boarding Air Force One. He lit up:
“She’s a Republican? Oh, now I love her ad!”
Two days later, he took to Truth Social with a post praising her, saying "Sydney Sweeney, a registered Republican, has the 'HOTTEST' ad out there... Go get 'em Sydney!" and claimed American Eagle jeans were “flying off the shelves.”
He misspelled her name as “Sidney.” He didn’t correct it. He didn’t need to. He’d made his point.
— (@)
5. Trump's double tap: Slamming Swift & "woke losers"
In the same post, Trump lashed out at Taylor Swift, again:
“I HATE her... She was booed out of the Super Bowl and is NO LONGER HOT.”
(Spoiler: She wasn’t booed, and she’s still doing just fine.)
He then blamed Jaguar and Bud Light for going “woke” and declared that being Republican is now “what you want to be.” Sweeney wasn't just selling jeans anymore; Trump drafted her as the star recruit in his anti-woke army.
Donald Trump praised her and attacked Taylor Swift in the same postX Screengrab/Pop Base
6. JD Vance and right-wing media pile on
US Vice President JD Vance joined the conversation, calling Sweeney an “All-American girl” and mocking liberals for “calling everyone who finds her attractive a Nazi.”
Conservative media roared. This wasn't about an ad anymore; it was a glorious battle against "cancel culture" lunacy. Sweeney, silent as a stone, was now their accidental poster child. The narrative was simple: look at how crazy the left is, cancelling a girl for selling jeans.
— (@)
7. American Eagle held its ground and made a profit
Instead of apologising, American Eagle stood by the ad:
"Sydney Sweeney Has Great Jeans is and always was about the jeans. Her jeans. Her story... Great jeans look good on everyone."
AE's stock price skyrocketed over 20%. They doubled down on inclusivity, and ironically, the controversy gave them a boost. The value? 10 or 20 times the ad spend! Marketing experts said the viral attention (good or bad) paid off tenfold.
No statement. No apology. No clapback. Just silence.
Which is smart, maybe. Or maybe it’s avoidance. Either way, people are filling in the blanks for her. Some see her as a symbol of resistance. Others see her as complicit. The truth? Only she knows. But in today’s world, silence often becomes its own kind of answer.
As one blunt PR expert warned: "She’s a bombshell, but she’s not box office yet... It’ll be carnage."
— (@)
9. Career-wise, this could go either way
Sweeney’s team probably hoped this would blow over. But Trump’s full-throated endorsement has ensured it won’t.
PR experts say this level of politicisation can hurt, especially for someone still building their star power. As a strategist put it: “She’s not Margot Robbie yet. This could backfire.”
She’s now a trending name, yes, but not for her work. That’s a dangerous spot to be in for an actor with ambition.
Sydney Sweeney’s ad started as a joke — now it’s a political firestormGetty Images
10. The real story isn’t about jeans
This isn’t about denim anymore. Or even Sydney Sweeney, really.
It’s about how a single sentence in a fashion ad cracked open every fault line in American pop culture, race, beauty standards, cancel culture, and politics. And how public figures get swept into battles they didn’t sign up for.
One poorly written pun turned into a culture war grenade. And Sweeney? She’s now stuck in the blast radius, like it or not.
— (@)
So... what was this really about?
Let's be brutally honest. That ad was clumsy. The "genes" bit with Sweeney's look? Yeah, it was tone-deaf at best, grossly insensitive at worst. It deserved criticism. But what happened next? That wasn't about the ad. It was about the hunger for a fight.
Sydney Sweeney probably just wanted to sell jeans. What she ended up selling, unintentionally, was a case study in how fame works now. You don’t need to say anything controversial. The internet will do it for you. Then Trump might repost it. Next, you're a symbol. Then you're a controversy.
And just like that, “great jeans” became a political statement, one pair of blue jeans at a time.
Keep ReadingShow less
Team India celebrates after taking Jamie Overton’s wicket on day five of the final Test at the Oval in London on Monday (4)
THE Indian cricket team beat England in the fifth and final Test match on Monday (4) from a seemingly hopeless situation by six runs in what has been hailed as “the Oval miracle”.
The victory, which levelled the series 2–2, was celebrated by much of India’s 1.4 billion population, 2.5 million people of Indian origin in the UK, and 30 million across the diaspora as a defining moment in the nation’s history.
Former India player Navjot Singh Sidhu declared: “1.4 billion Indians proud of the Indian cricket team.”
Bollywood star Riteish Deshmukh spoke for the nation: “These are moments that will be etched in our memories for a life time. Hindustan Zindabad!!”
Coming on top of the UK-India Free Trade Agreement, the victory is being interpreted as further evidence of India rising.
India’s commerce and industry minister, Piyush Goyal, who accompanied the Indian prime minister Narendra Modi to Chequers for the FTA summit with Sir Keir Starmer, praised the “absolutely fantastic performance by our boys”.
Despite US president Donald Trump’s tariffs on India, the war in Gaza, and pressing domestic issues, Indian newspapers cleared their front pages for the Oval heroics. TV anchors declared cricket was “not just a matter of life and death but a lot more important than that”.
The hero was undoubtedly the fast bowler, Mohammed Siraj, who took 4/86 in England’s first innings and 5/104 in the second and was named player of the match. In a reverse of what happened in the Bollywood blockbuster Lagaan, he redeemed himself after stepping over the boundary line conceding six runs to Harry Brook when he was 19. The England batsman went on to score what appeared to be a match winning 111.
In the Times, the paper’s chief cricket correspondent, Michael Atherton, himself a former England cricket captain, eulogised him as “Mohammed Siraj, or ‘Siraj the Magnificent’ as he shall be known hereafter”. In India, TV presenter Rajdeep Sardesai, whose late father Dilip Sardesai was a Test cricketer, cleared the schedules to interview Siraj’s brother in Hyderabad (biryani will be served when he returns from England). “What a day. What a match!! Take a bow each and every one of you Indian cricketers! You have made is all very proud!” he said.
Author and Congress party MP Shashi Tharoor admitted on X: “Words fail me.... WHAT A WIN! Absolutely exhilarated & ecstatic for Team India on their seriesclinching victory against England! The grit, determination, and passion on display were simply incredible. This team is special. Shabash to our heroes.”
Meanwhile, in Britain it was suggested that Shubman Gill’s “never say die” young side were buoyed by the support of Indians in the crowd, not just at the Oval, but in all the five Test matches.
An English cricket writer noted that “the India team will have felt at home with the noise from the crowd”.
In the Daily Mail, former England player David Lloyd pointed out: “Even the supporters have been great. We’ve seen it before but cricket really is the be all and end all for them.” The Bharat Army, equipped with their dhols, was certainly out in force, undeterred by the high ticket prices.
One report has claimed that up to 20 per cent of British Asians support England when it plays India at cricket but this figure rises to 77 per cent when it comes to football.
But in the just concluded five match series, the evidence would indicate most British Indians were happy to fail the “Tebbit test” of loyalty to England. The former British prime minister, Rishi Sunak, called the Oval outcome “Unbelievable”, adding, “Gutted for England but what a series. Brook and Root’s stand, India’s comeback, (Chris) Woakes batting in a sling – iconic. Test cricket over five days…..there’s nothing like it.”
Atherton commented: “India deserved their draw; anything else would have been a travesty. They won more sessions over the five matches, a discrepancy skewed by the margin of victory at Edgbaston. They had the leading run-scorer, Gill, and the leading wicket-taker, Siraj. There were four Indian batsmen in the top six run-scorers — KL Rahul, Ravindra Jadeja, Rishabh Pant and Gill — and four wicket-takers — Jasprit Bumrah, (Akash) Deep, (Prasidh) Krishna and Siraj — in the top six wicket-takers. They did not know when they were beaten; digging in at Old Trafford, and surging back at the Oval when all looked lost.”
Also in the Times, Simon Wilde wrote: “England could have won 3-1. India had good opportunities to win four Tests. But 2-2 was a fair result. Losing all five tosses, India fought many uphill battles.” The former England cricket captain, Mike Brearley, who is now a psychoanalyst, psychotherapist and motivational speaker, told Eastern Eye: “The series was great for Test cricket, absolutely absorbing, and the ‘right’ overall result happened. I suppose there is continuity under Shubman Gill of what (Sourav) Ganguly and (Virat) Kohli also achieved, (Mahendra Singh) Dhoni too, to make India really competitive. As Gill said, ‘We never give up’, and with his leadership they did indeed fight all the way. There was also an impression that Indian players are willing to be tough in confrontation as well as skilled and graceful – but India had already come a fair way along this path! It is good for the country that the players come from a wide range of secular India.”
Former England skipper Michael Vaughan wrote in the Daily Telegraph: “I turned up thinking England would win, but led by Mohammed Siraj, they were magnificent. With their player pool, you would expect them to be a skilful side, but they have so much heart and such a great attitude that means they are never beaten.”
And the Daily Telegraph’s chief cricket writer Scyld Berry began his piece with: “In my privileged existence of watching more than 500 Tests I have seen only a couple of finishes that have been as climactic as this Oval Test.”
Tim Wigmore, the paper’s deputy cricket correspondent, reminded readers of “the abiding theme of Siraj’s journey. The son of an auto-rickshaw driver, Siraj learnt the game playing in tennis-ball leagues in Hyderabad; the upbringing shaped his skinny style and full length. Siraj did not bowl with a hard ball until he was 20. A year later, he was representing his state. After this pulsating hour at the Oval, Siraj is now the author of a moment that will continue to be replayed throughout India’s Test history.”
In the Guardian, Barney Ronay wrote from the Oval: “Even the ceremonials at the end were part of the theatre, like the final act of a Shakespeare comedy when all returns to laughter, bonds are formed, hands shaken, misunderstandings corrected.” Looking beyond the cricket, the Oval result was analysed for Eastern Eye by the psychiatrist Raj Persaud: “The seesaw, roller coaster ride that was the Oval Test match, combines the emotional power of the close shave, with the fact cricket matters enormously to Indians in India, and indeed all over the world, not least because India is groping towards being a superpower but still, relatively, lacks success on the world stage in sport, art, culture, movies and science. This will all change with time, but until then, beating the rest of the world at cricket will embody enormous emotional significance and national pride for Indians.”
He emphasised: “It’s more than a sport, it’s a religion. But how much of this is really about an unconscious need still for revenge on the old colonial masters? Let’s not forget that the series was only drawn, and in my humble opinion, India, given all the money in the domestic game, should win, and should expect to win against anybody.
“We are on our way, but there remains a real danger, that too much money can also destroy the ability of the national team to win, because players are too distracted by local teams and local money. For all our national pride in the Indian cricket team, they are also fallible men. But the actual greatest moment of all, which embodies the true spirit of cricket, is the Indian team’s sporting acknowledgement, at their moment of triumph, of the huge courage of the final English player to take to the pitch, with a dislocated shoulder, hand in a sling, and in some pain, to fight to the bitter end. This was heroism of the highest order.
“I was reminded of CLR James’s immortal quote in Beyond a Boundary: ‘What do they know of cricket who only cricket know?’ This was inspired by Kipling’s poem, The English Flag, where he asks, ‘And what should they know of England who only England know?’ to celebrate the British Empire’s global reach. And India needs to look outside of itself to emulate that same reach today.”
Iain Wilton, author of C B Fry, King of Sport – the biography of the Englishman reveals new material on Fry’s friendship with the Indian cricketing legend Prince Ranjitsinhji – put the series in historical context for Eastern Eye: “It’s had everything and the image of Chris Woakes, batting with his arm in a sling, will be immortalised – rather like Colin Cowdrey (batting with a broken arm) at Lord’s in 1963. “I’m assuming that fewer (English) eyes were on Woakes and the Oval today than on Cowdrey and Lord’s in 1963!
But it’s surely been the finest set of Tests that Britain has hosted since the incredible Ashes series in 2005 when, at long last, England beat an Australian team containing so many all-time greats.
“It’s still great to have such an exciting series which has reminded everyone here that the Ashes aren’t the ‘be all and end all’ – so thank goodness for that!”
The power balance in world cricket has shifted from England to India, according to Andy Carter, author of Beyond the pale: Early Black and Asian Cricketers in Britain 1868-1945. His book provides the most comprehensive account of Indian cricket tours of the UK, starting with a Parsee team in 1888. He writes, too, of teams that came in 1911, 1932 and 1936, when it was even felt that the visitors from India, then a British colony, should be led by an English captain. In 1928, the Indian population of the UK was put at 7,128.
In an interview with Eastern Eye after the Oval Test, Carter spoke of the changes in British society: “Cricket is disappearing from state schools and played mainly in private schools. There are also British Asians playing for England. Cricket raises complicated questions of identity. Till the 1970s the MCC controlled cricket from Lord’s. There was an ICC but it deferred to the MCC. But after the IPL, the money is in India.
The power balance has shifted to India.” London based playwright Shomit Dutta, who received an Eastern Eye Arts, Culture & Theatre Award (ACTA) last year for his cricketing play, Stumped – he is a talented club cricketer himself – said: “Since the days of my first cricketing heroes—Kapil Dev, Ian Botham, Barry Richards—I have been more absorbed by individuals than teams. But with the passing of Norman Tebbit, I have found myself re-assessing my team affiliations. I have always supported England in the Ashes as fervently as any (other) Englishman.
“With the recent Oval Test, as with the whole England-India series, we witnessed two casts of incredibly gifted and varied cricketing characters in an extraordinarily tense and even contest. In a postTebbit-test environment, I have felt freer to support India just as those of Welsh, Scottish or Irish heritage have always been free to—indeed, expected to— support their ‘ancestral’ team. And yet the dramatist in me perhaps yearned for the very ending we got: an India win by the narrowest of margins to square a fiercely contested series. It was hard not to feel it was all scripted by the cricketing gods from on high, and it confirms my conviction that only in Test cricket, the supreme five-act form of the game, is such drama possible.”
Keep ReadingShow less
Zara removed the flagged images and said both models had medical certification
Two Zara adverts banned for featuring models deemed “unhealthily thin”
ASA cited use of shadows and styling that made models appear gaunt
One image highlighted “protruding collarbones”; another made legs appear unusually thin
Zara removed the flagged images and said both models had medical certification
ASA also banned adverts from Marks & Spencer and Next earlier this year
Fashion retailer Zara has had two adverts banned by the UK’s advertising watchdog for portraying models who appeared “unhealthily thin”.
The Advertising Standards Authority (ASA) ruled the adverts were “irresponsible” and said they must not appear again in their current form. Both images had appeared on Zara’s app and website as part of a carousel showcasing clothing both on and off models.
Zara has removed the images in question and said the models involved had received medical clearance confirming they were in good health at the time of the shoot.
What did the ASA find?
In one advert, which promoted a short dress, the ASA said shadows were used in a way that made the model’s legs appear “noticeably thin.” The watchdog also noted the positioning of the model’s upper arms and elbow joints gave an impression of being “out of proportion.”
The second banned advert was for a white shirt, where the model's pose and the shirt’s low neckline made her “protruding collarbones” a central visual element.
The ASA said the slicked-back hairstyle and lighting in both ads contributed to the models appearing “gaunt.”
Two other adverts investigated as part of the same inquiry were not banned. Zara confirmed it had voluntarily removed all the flagged images.
The ASA’s decision follows similar rulings earlier this yearZara
Zara's response
Zara said it did not receive any direct complaints and maintained that the images had not been heavily altered—only minor edits to lighting and colour were made.
The retailer added that it follows guidance from Fashioning a Healthy Future, a report issued by the UK Model Health Inquiry in 2007. Zara specifically cited compliance with recommendation three, which requires models to provide a medical certificate from a doctor experienced in recognising eating disorders.
A wider issue in fashion advertising
The ASA’s decision follows similar rulings earlier this year. In July, a Marks & Spencer advert was banned for portraying a model who appeared “unhealthily thin.” The regulator said the model’s pose, clothing choice, and the use of “large pointed shoes” exaggerated the slimness of her legs.
Next also had an advert banned earlier this year, involving a model wearing blue skinny jeans. The ASA criticised the use of camera angles that emphasised the thinness of the model’s legs and declared the advert “irresponsible.”
Next disagreed with the decision and said the model had a “healthy and toned physique,” despite being slim.
The debate around body image in advertising continues, with some consumers questioning why adverts featuring models who appear unhealthily overweight are not subject to the same scrutiny.