Protein World’s ad was defaced on a mass scale, but the Advertising Standards Authority ruled it wasn’t offensive or irresponsible
TAM FRY Spokesperson • Child Obesity Forum
“I
n this case, I think it’s the product, rather than the advert, which should
be called into question, because excess protein is dangerous and many people will buy this product without knowing how to use it. This is indicative of many of the pressures currently put
on people, because they are constantly at the mercy of heavy advertising for unhealthy food and drink. The government needs to get on top of food manufacturers and the advertising industry to change their practices. People do have confused body images, which the clothing
industry and fashion magazines need to take the blame for. However, to encourage everyone to accept their bodies regardless of size is not appropriate either. I do a lot of media appearances with ‘size acceptance’ people who claim to be fat and happy, and I say to them that if I hear they have developed an illness linked to obesity then I don’t want to hear a whisper! One of the things the health and fitness industry could do
to help people determine whether they are overweight and healthy, or overweight and unhealthy, is to offer free BMI checks. This could be used as a way to market the club and help educate people about how being overweight can impact on their short- and long-term health.
” August 2015 © Cybertrek 2015
DEBBIE LAWRENCE Freelance technical writer and consultant
– even elite athletes vary in shape and size – so no wonder the public perception is skewed. We’re all operating from an individual frame of reference, and the historical pushing of ideal body shapes and looks from the fashion, media and fitness industries is at odds with the way most people look. This image isn’t a realistic beach body in my world. It’s one
“W
example of a beach body, and not that familiar or representative of a majority. It’s potentially a continuation of our ‘shaming and blaming’ culture, which scaremongers people into getting active or going on a diet. In my view, this is unlikely to get anyone moving – if anything, it will trigger the feelings and thoughts which contribute to people being inactive in the first place. I would like to see the media, as well as the health and fitness
industry, use more diverse images of people: all sizes, races, genders, ages and abilities. Although this model looks very good in a yellow (a difficult colour to carry off!) bikini, we don’t know if she is flexible, strong, co-ordinated or can move for an extended period of time. We need more education to show people what healthy is and show them how they can improve their health and develop healthy behaviours.
” Read Health Club Management online at
healthclubmanagement.co.uk/digital 29
hat is a normal, healthy body? There isn’t one specific type
ORIGINAL IMAGE: RAFAL OLECHOWSKI/
SHUTTERSTOCK.COM
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