Watchdog urges UK advertisers to avoid irresponsible' images of thin-looking models
Briefly

The chief executive of the UK Advertising Standards Authority urges advertisers to avoid depicting unhealthily thin models. There has been a notable increase in complaints regarding such representations, particularly after the banning of specific ads from high street retailers. Public concern about idealized body images is high, with 45% of the UK population expressing dissatisfaction. Parker attributed the cyclical nature of fashion trends, including a return to thinner models, to the ongoing issues in advertising standards, and highlighted the potential influence of weight-loss medications on these portrayals.
The chief executive of the UK Advertising Standards Authority emphasized the need for advertisers to be responsible in their depiction of body images. He urged careful consideration of body types used in advertising, particularly regarding thinness. Recently, the regulator banned ads from various retailers for showcasing models who appeared unhealthily thin. Despite complaints traditionally averaging five to six per week, the figures surged to over 20 following the ruling against M&S. Public concern is notable with 45% of the UK worried about idealized representations of women's bodies.
According to Guy Parker, the return of thinness in fashion correlates with an increase in public complaints about media portrayals of body image. He noted that fashion trends cyclically revisit previous ideals, such as the 'heroin chic' phase of the 1990s, leading to enforced regulations similar to those from that era. The rise of weight-loss medications may also impact the types of bodies featured, further intensifying the serious debate around healthy body imagery in advertising.
Read at www.theguardian.com
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