MP backs campaign for body positive images in advertising and social media
Stirling’s MP has backed a crossparty effort towards fostering more realistic representations of body image in advertising and on social media.
The Body Image Pledge invites brands, charities and organisations to voluntarily commit to not digitally manipulate body proportions in any direct advertising or promotional material, including images appearing on storefronts.
In a joint open letter to national organisations, local MP Alyn Smith highlighted the harmful effects that viewing digitally altered bodies can have on a person’s – particularly a child’s – self-esteem and body image.
As many as one in three teenagers feel shame about their body according to research, with 94 per cent of girls aged 11-21 believing more needs to be done to protect young people from body image pressures online.
Action has already been taken by some well-known organisations with Dove, Boots, Barry M, Puregym and the Mental Health Foundation already signing up to the Pledge. An international sporting event, the Birmingham Commonwealth Games 2022, will also be accurately represented with the official promotional event services provider, DRP Group, having made the commitment too.
The letter states:“we recognise there is no easy solution to this problem, and that no one policy or piece of legislation alone will solve this issue. Supporting the Body Image Pledge, however, would be a fantastic first step in the right direction. We have the potential to make a real difference to how we as a society view body image, which will greatly impact our mental and physical health as a nation.
It continues:“as online campaigns run by businesses, charities and organisations reach millions of people each week, we are calling for the accurate representation of body proportions of any person who appears in direct advertising or promotional material. A simple step towards honest advertising.”
Mr Smith said:“i’m pleased to back this cross-party campaign, raised by Dr Luke Evans MP, raising awareness on this issue which can have a profound impact on people’s mental health and wellbeing.
“Advertising and promotional images which contain digitally manipulated body proportions, end up falsely presenting them as an honest representation of that person. 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.”