Today, CAP and BCAP are publishing their final statement on their review on body image in advertising. It sets out their evaluation of the evidence base for the following three policy areas, which CAP and BCAP identified as areas for further enquiry in their interim statement to the open call for evidence:
- Digitally altered images in advertising and labelling (please also see this update statement);
- Depiction of muscularity in advertising; and
- Depiction of women from minority ethnic backgrounds and the potential for creating new and unattainable body image ideals
CAP and BCAP assessed the evidence base against the criteria set out in their evidence-based policy making principles. They do not consider there is a case, at present, to justify new regulatory interventions in relation to the above three areas, on the basis that the evidence base examining the specific impact caused by advertising in contributing to potential harms related to those areas appears to still be developing. The findings from this review suggests that there are other environmental factors, such as cultural and social influences, driving these concerns, which fall beyond the scope of advertising regulation.
The protection of consumers from potential harms arising from advertising remains at the heart of CAP and BCAP’s regulation, including those that relate to body image. They consider that the existing protection in the UK Advertising Codes and guidance will continue to enable the ASA to take action against body image issues in ads where appropriate. General discourse and policy debate about body image continues to evolve and CAP and BCAP commit to continue monitoring the developing evidence base relating to the three policy areas focussed in their further enquiry work, as well as new issues, such as the use of Artificial Intelligence in advertising and its potential to perpetuate harmful body image ideals, as they emerge.
CAP and BCAP noted some stakeholders’ call, during the review, for greater diversity in body types or proportions depicted in ads as a means to improve the visual diet of body types seen by consumers. The UK Advertising Codes cannot impose requirements or quotas to include a range of body types in the content of ads, nor do they prevent ads from featuring glamorous, attractive, successful, aspirational or healthy people or lifestyles (unless the content and context of the ad is irresponsible or is likely to mislead), as this has the potential to infringe upon freedom of commercial expression.
To that end, CAP and BCAP commit to engage with members of the advertising industry by sharing their findings and insights from this review, with the view to inform any wider considerations and initiatives of industry intended to address such potential body image related harms.
CAP and BCAP would like to thank stakeholders for their contributions to this review.
Our publications for this review can be found in our resource library:
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