NANCY CRUICKSHANK, MANAGING DIRECTOR, HEARST DIGITAL
In the UK, size zero doesn't exist; most clothing samples are size eight (a size four in the US), and most models are a UK eight (a US four). Therefore, banning size zero is merely a PR gesture and is only useful in that it encourages the debate on body image.
It might be more effective to put an age limit on models in advertising. Flat chests and snake hips may be the best way to showcase fashion, but this doesn't have to mean a pre-pubescent body.
Retouching is also an issue. It makes all models' bodies identical, which is an extremely unhealthy message. A more beneficial debate might be whether advertisers should use retouched images of models in their campaigns.
MIKE PHILIPSON, MANAGING DIRECTOR, PROPAGANDA
Using thin women in the advertising of fashion brands is usually to engage with female consumers' sense of self-esteem. But I believe the majority of women would aspire to Jennifer Aniston's shape over size zero.
The group requiring urgent attention is the women, often with low self-esteem, who aspire to the 'catwalk look'. Using bigger women is only a cosmetic solution to a psychological issue.
By using size-zero models, fashion advertisers risk alienating the majority of women and negatively affecting their sales. If the purpose is to make a provocative brand statement, there is an increasingly significant commercial risk associated with such a strategy.
STEVE HASTINGS, PLANNING PARTNER, ISOBEL
There is no such thing as a size zero in Britain and while most designers create size-eight clothes for their models, the average woman is size 14.
I can't think of any good reason for allowing size-zero models. Smoking models are not allowed in advertising for the good reason that smoking kills. This should extend to super-thin models.
We've had two recent reminders that anorexia kills after the deaths of models Luisel Ramos and Ana Carolina Reston. Aesthetically there is a fine line between chic and freak.
Some models are so gaunt they detract from the clothes. As a father of teenage girls, I don't want size-zero models to make them feel they are fat.
CHRIS HIRST, MANAGING DIRECTOR, GREY LONDON
What do we mean by size zero? To some extent I think it is an over-hyped media-generated label as shorthand for young women starving themselves. In this sense, should advertisers use young women who are starving themselves? Absolutely not.
Should fashion advertisers be allowed to use thin women? Yes, if it seems appropriate, if it is the right model, and the right fit. Gucci and Prada have always tried to capture the zeitgeist and they need models who reflect that. They might use curvy figures one month or androgynous the next. These brands need to be on the edge.
The real question is whether advertisers should use unnaturally thin women in their advertising. Probably not.