A television advert showing a woman tearfully meeting a slimmer and happier version of herself has been banned for being "socially irresponsible".
In the ad, "Cheryl" talks to her former self, two months after starting to use the meal delivery service Diet Chef.
The former Cheryl appears distressed, her hair is messy and she is wearing a baggy shirt.
But the current version looks smarter and is happy.
"I know how you feel, you can look that good again you know," says the smiling Cherly to her former self.
"I bought a bikini for the first time since this picture."
The former Cheryl says: "You look, amazing. I never dreamed I could be that slim again."
The ASA said: "We considered that viewers would understand that her concerns about her weight had had a significant effect on her general wellbeing.
"We considered that, overall, the ad focused disproportionately on the former Cheryl's negative feelings about her appearance and implied that weight loss was the only solution to her problems.
"We therefore concluded that the ad presented a socially irresponsible approach to body image and breached the code."
Last year the company Protein World was forced to defend itself after it produced London Underground ads featuring a bikini-clad model with the headline "Are you beach body ready?"
Protein World was cleared by the ASA after 400 complaints that the ad objectified women and was socially irresponsible.
No comments:
Post a Comment