I live in a part of Germany where these ads are everywhere right now; some of them are even less modest than the one depicted above and feature a model that is way, way more tan (or at least looks more tanned).
The H&M chain is very popular here and their ads run on a regular basis. But I don't think anyone here really registers the same level of outrage that is shared in the article. Europeans tan very deeply, and on purpose, and despite the warnings of skin cancer. As soon as the sun comes out, people take the time to get their tan going, and today was no exception. The people I saw today were heavily tanned, and that's because tanning booths or sonnen studios are very popular in the colder months of the year. It's like everything else. Here, they just say to hell with it.