MPbacks body image pledge

An MP is urging organisations to adopt realistic representations of body image in advertising and social media.

Allan Dorans, the MP for Ayr, Carrick and Cumnock, has backed The Body Image Pledge that invites brands, charities and organisations to voluntarily commit to presenting body proportions as they are, refraining from photoshop and digital enhancements, on any advertising or promotional material.

Dove, Boots, Barry M, PureGym and the Mental Health Foundation have already signed up to the Pledge, which aims to make a significant difference in how beauty ideals are considered.

Mr Dorans said: “For too long advertising and promotional images have contained digitally manipulated body proportions, falsely presenting them as an honest representation of that person.

“Not only does this harm people who see these images online, in stores or on the pages of magazines, but it causes distress to the person who has had their body digitally ‘fixed’.

“By making this commitment organisations all around the country could make a tangible, crucial difference to those suffering with an eating disorder or low body confidence.”