The new London Mayor Sadiq Khan has delivered on a pre-election promise to ban “body shaming adverts” on London transport. This is in response to the “Are you beach body ready” adverts for a slimming protein product. The infamous advert featured a vegan model who wouldn’t have touched the product as it contained protein derived from cows milk. This advert had a woman in great shape but many people claimed it was body shaming. Who is the London Mayer to decide what bodies are unhealthy?
Why Has The London Mayor Banned A Fit Advert
Mr Khan has unveiled a new advertising policy that will no longer run ads which could cause body confidence issues. The mayor said “As the father of two teenage girls, I am extremely concerned about this kind of advertising which can demean people, particularly women, and make them ashamed of their bodies. It is high time it came to an end.”
The advert was banned by the Advertising Standards Authority, but for very different reasons. The ASA banned it due to being misleading, no argument there as the woman in question was a vegan. However the mayor is banning it for it’s imagery and this is very different. The tube often has adverts of men shirtless advertising supplements, watches or aftershave and there have not been calls to ban these.
Are Personal Trainers in Good Shape Body Shaming?
I was speaking to a personal trainer friend about this and we both agreed that it was not body shaming, it’s an inspirational image. My trainer friend works out 5-6 times a week and is in tip top condition. She does this not to “body shame” but to advertise herself and inspire people. No one would go to a personal trainer that is out of shape. My friend is a walking advert for her services.
Are Adverts With Professional Athletes Promoting Unhealthy or Unrealistic Body Images?
Athletes and professional sports people often advertise products such as sportswear. These people have intense workout routines to compete at a world level. They are also genetically gifted. They are also showing a body image that is unachievable for most. Should they be banned?
Genetics Play A Huge Factor In Body Shape
We are all different and genetics are often the largest influence in our body shape. You can’t just look at a photo of a body type and decide to achieve that, well not without surgery. Models are chosen for their looks and these are down to genes. Therefore the vast majority of people can’t achieve the look of certain models. Is it time all adverts with models were banned as their look is unachievable for most?
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