So how do we learn about body image? It is fair to say that the media plays a big part in this for many of us – fashion, magazines, TV, movies, internet all influence and create ideals of what a body should look like and often leads to us comparing ourselves to what we see in the media.  Unfortunately what we see in the media is often not representative of what a normal body is like, and often is certainly not a portrayal of a healthy body.

Back in June of this year the government announced new initiatives aiming to build young people’s resilience to negative body image pressures and promote leadership on this issue in the fashion, media and advertising industries.

As part of this they released a voluntary media industry code of conduct, which included:

1. Positive content and messaging

Use positive content and messaging to support the development of a positive body image and realistic and healthy physical goals and aspirations among consumers.

2. Diversity

Use a diverse range of people that are appropriate to their target audience. When considering diversity, particular focus should be given to including a range of body shapes, sizes and ethnicities.

3. Fair placement

Use advertising that supports positive and healthy body image behaviour. Advertising that contradicts positive body image messages will not be used.

4. Realistic and natural images of people

Do not use digital technology in a way that alters images of people so that their body shape and features are unrealistic or unattainable through healthy practices. Make consumers aware of the extent to which images of people have been manipulated.

5. Healthy weight models

Use models that are clearly of a healthy weight.

6. Appropriate modelling age

Only use people aged 16 years or older to model adult clothes or to work or model in fashion shows targeting an adult audience.

7. Fashion retailers supporting positive body image

Stock a wide variety of sizes that reflects demand from customers.

For a PDF version of the Voluntary Industry Conduct Code on Body Image download here.  So a few months have passed since this was released have you seen any changes, have you seen an disclaimers about images being manipulated?

So on this, Body Awareness Week check out all of our information pages we have:

• Body image topic page with videos and factsheet
• Body image + blokes topic page with videos and factsheets
• as well as topic pages of eating disorders and self esteem

But we shall leave you with 2 videos which highlight why we can’t always believe what we see in the media.

Dove Evolution

Manipulation – Real Male Beauty (take on the female Dove one)

Tags: body image, media