01 May 2015

Banned in Britain

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BeachBodyAd

Not because the model is too scantily-clad, but because she is too slender and attractive. Daily Beast:

Sharpie-wielding political activists have overtaken London Underground, writing outraged slogans on posters featuring a svelte, bikini-clad model next to an innocuous question: “Are you beach body ready?”

They’ve scribbled “NOT OKAY” and “Fuck Your Sexist Shit” over the model’s cleavage, signing their work with a now-viral hashtag, #eachbodysready.

A Change.Org petition calling for the removal of Protein World’s campaign on the grounds that it aims “to make [people] feel physically inferior to the unrealistic body image of the bronzed model” has received nearly 60,000 signatures.

And on Saturday, 750 people (and counting) will attend a “Take Back the Bikini” rally in Hyde Park to protest Protein World’s body-shaming ad campaign.

Well, good on them! Their vandalism, hashtag activism, and protests have made international headlines and prompted the UK’s Advertising Standards Authority (ASA) to scrub the weight loss supplement campaign from Underground stations and ban it from appearing again “in its current form.”

The advertising watchdog has been investigating the “beach body ready” campaign, responding to some 360 complaints that it objectifies women and promotes unhealthy body standards.

In a statement issued on Wednesday, the ASA said they are pulling the ads “in the next three days.” (Protein World told The Daily Beast that the campaign’s three-week run in tube stations was already scheduled to end next week.)

The ASA will now determine if the campaign “breaks harm and offense rules or is socially irresponsible.”

So the feminist and body-image activists triumphed over the evil, patriarchal corporation, effectively censoring what they deemed an “unrealistic” and “unhealthy” body standard. …

Protein World’s ad campaign went up in London’s tube stations several weeks ago, prompting a scathing, widely-shared editorial in The Guardian.

Writer and co-founder of the Vagenda blog, Rhiannon Lucy Cosslett, had returned from Cuba to jarring reverse-culture shock in the “dark, putrid bowels of London’s underground system.”

It was only after visiting Cuba, a totalitarian country where there are no advertisements, that she realized “how much my field of vision is occupied without my consent by images and messages that want to sell me stuff (and, being a woman, it’s usually based on claims that it will make me look better).”

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SDD

Sounds like some Body Equality Deniers got put in their place.



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