Trondheim, a city in Norway, has taken action to fight negative body image issues by addressing the barrage of advertising featuring semi-naked models and images that have been digitally altered.
This is a positive step forward. We would welcome similar concern about advertising here in Australia.
Collective Shout's Caitlin Roper spoke to The Independent here:
“It’s great to see Trondheim being proactive about these pressing concerns. Advertisers have had free reign for too long.
"In combatting body image issues, a community wide approach is required. This is just one piece in the puzzle, but it is an important one.
“We have long argued that advertising that reduces women to sexual objects for men’s use and entertainment should have no place in a progressive society."
Read the whole piece here.
This is only the first step- in order to be effective the system of regulation would require an independent body making these calls and penalties for advertisers who fail to comply. We’ve seen from experience that voluntary codes and industry self-regulation have been dismal failures.
We continue to call for the objectifcation of women in advertising to be recognised as a discriminatory practice and for an upheaval of our entire broken system of self-regulation. Industry self-regulation has proved to be a failure time and time again.