March 20th, 2012

Israel Bans Use of Underweight Models

Israel has passed a law that bans the use of “underweight” models in advertising, and mandates that ads that are retouched to make models appear thinner must include a disclaimer.

According to reports, a fashion photographer and model agent named Adi Barkan has helped promote the bill, which was introduced by Knesset member Rachel Adato.

“I look (back) 15 to 20 years ago, we shot models (sized) 38. Today it’s 24,” Barkan said. “This is the difference between thin and too thin. This is the difference between death and life.”

The law requires that models appearing at photo shoots for ads that will appear in the Israeli market must show a medical report stating that they are not malnourished by World Health Organization standards. The standard used by the WHO is “body mass index,” or BMI.

Under the new law, models must present a bill of health that is no more than three months old. Foreign publications sold in Israel will not be required to abide by the new law.

Opposition figures, including Adi Neumman, one of Israel’s top models, argue that the use of BMI is arbitrary and doesn’t allow for different body types. Neumman said she wouldn’t pass the requirement even though she eats well, exercises and is healthy.

“Force actual tests. Make girls go to a doctor. Get a system to follow girls who are found to be puking,” she said, according to an AP report.

November 11th, 2011

Ad Banned in UK for Showing Super Skinny Model

The Advertising Standards Authority (ASA) in Britain has banned a fashion ad that shows a model who appears to be painfully underweight. Ironically, the model, whose upper arm circumference makes us think about malnutrition, appears in an ad for a clothing company called “Drop Dead.”

The British advertising publication Campaign reports that the ASA said the Drop Dead ads declared the ads “socially irresponsible” for showing a model with prominent ribs, hips and collar bones in a bikini.

The ASA is the same agency that earlier this year ordered L’Oreal to pull print ads featuring images of Christy Turlington and Julia Roberts that were so heavily Photoshopped, they were misleading. (See PDN Pulse story.)

Whether any manipulation – in posing, styling or post production– went into the creation of the Drop Dead model’s twig-like arms, jutting hipbones and globular breasts, we leave to our eagle-eyed readers to decide.

Related story

Photoshopped Ads Banned in Britain!