Zara Faces Criticism Over Ad Campaign Amidst Controversial Gaza Conflict Comparisons
Zara is in the midst of a public backlash over its advertising campaign, “The Jacket,” with allegations that certain images bear an uncanny resemblance to scenes from the Israel-Gaza conflict. The Advertising Standards Authority (ASA) has reported receiving 50 complaints related to the campaign, which showcases a model holding a mannequin enveloped in white plastic set against backgrounds featuring damaged statues and broken plasterboard. Concerns have been voiced on social media, suggesting parallels with images emerging from Gaza following Israeli airstrikes in response to the October 7th attack by Hamas, resulting in 1,200 casualties.
Zara, when approached for comment, remained silent on the matter. The ASA has acknowledged the complaints, citing arguments that the campaign’s imagery draws inappropriate references to the ongoing Israel-Hamas conflict, deeming it offensive. The campaign, previously featured on Zara’s app and website as part of the Atelier line, is now conspicuously absent from these platforms. Although the concept was conceived and filmed in July and September, respectively, predating the recent Israel-Gaza war, the controversy stems from the perceived similarities.
Several images from the “The Jacket” campaign have reportedly been removed from Zara’s Instagram account, while others remain, sparking a call for a boycott of the brand by some users. A Zara store in Spain has even incorporated props similar to those used in the contentious campaign within its window display.
Inditex, Zara’s Spanish parent company, is slated to reveal its quarterly results on Wednesday, raising questions about the potential business implications of the controversy.
This incident comes on the heels of Marks & Spencer’s apology after sharing an Instagram photo that depicted Christmas party hats ablaze in the colours of the Palestinian flag. The image, which garnered 116 complaints, prompted an ASA review, ultimately determining that M&S did not violate any rules. Despite this, M&S removed the post and issued an apology, acknowledging any unintended distress it may have caused.
While the ASA is currently reviewing the complaints against Zara’s campaign, it has not yet initiated a formal investigation. The situation highlights the challenges brands face in navigating sensitive geopolitical issues within their advertising strategies, emphasising the need for careful consideration and cultural awareness in creating and promoting campaigns.
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