Body image in advertising – an interim statement

Nov 3rd '22

Committee of Advertising Practice (CAP) and Broadcast Committee of Advertising Practice (BCAP) are publishing an interim statement following their call for evidence on body image issues in advertising, which closed in January 2022.


The open call for evidence was published to assist them in seeking an up-to-date understanding of the current evidence base surrounding the potential body image related harms from advertising and the potential detrimental impact of those harms on consumers. The primary objective of the call for evidence was to understand whether there are body image harms arising from advertising that are not adequately addressed by existing rules and guidance, or the ASA’s (Advertising Standards Authority) application of those rules.


The call for evidence generated 12 responses from a range of stakeholders including academics, NGOs, thinktanks, a member of the cosmetic interventions industry, a social media company, and a Parliamentarian.  They thank respondents for their contribution to the call for evidence. Headline commentary of the responses is set out in CAP and BCAP’s interim statement.


The submissions to the call for evidence were considered against the criteria set out in the Evidence-Based Policy-Making Guidance. CAP & BCAP acknowledge the strength of concerns related to body image and advertising, including concerns that relate to children and young people and their engagement with social media, and the potential impact on people with different protected characteristics. However, they consider that further evidence is required to support some of the commentary submitted to the call for evidence, in particular, evidence that demonstrate the link between advertising and the specific body image related concerns raised by the respondents.


CAP & BCAP therefore consider that, at present, the evidence received doesn’t identify significant gaps in the current regulatory framework, which sets a range of general and specific restrictions to prevent ads from harmfully affecting how audience members see themselves physically and how they believe others see them physically.


Following evaluation of respondents’ contribution, they will be prioritising exploratory work in the following policy areas:


  1. The potential harms arising from digitally altered images in advertising and labelling as a possible intervention;
  2. The potential harms arising the depiction of muscularity in advertising; and
  3. The potential harms arising from the depiction of women from minority ethnic backgrounds in ads and whether new and unattainable body image ideals could be created.


CAP & BCAP are committed to continue maintaining a watching brief on other areas raised by stakeholders and the evidence base that improves their understanding of the extent to which advertising may harmfully affect how audience members see themselves physically and how they believe others see them physically.


Both remain open to hearing from stakeholders who did not respond to the call for evidence and invite them to submit relevant evidence to while the further exploratory work is ongoing.


CAP and BCAP’s full interim statement


For further details of the responses received, please refer to the: Summary of Responses or theResponses in full.


Source: CAP


How can we help!

LS Consultancy are experts in Marketing and Compliance, and work with a range of firms to assist with improving their documents, processes and systems to mitigate any risk.


We provide a cost-effective and timely bespoke copy advice and copy development services to make sure all your advertising and campaigns are compliant, clear and suitable for their purpose.


Our range of innovative solutions can be tailored to suit your unique requirements, no matter whether you’re currently working from home, or are continuing to go into the office. Our services can be deployed individually or combined to form a broader solution to release your energies and focus on your clients.


Contact us today for a chat or send us an email to find out how we can support you in meeting your current and future challenges with confidence.


Explore our full range today.


Contact us



Why Not Download our FREE Brochures! Click here.


Call Us Today on 020 8087 2377 or send us an email.


We welcome individual bloggers / Professional Writers / Freelancers to submit high quality contents. Find out more…


You can see our Google reviews here.


Contact us


We’re looking for guest writers with business know-how and experience to create outstanding articles to feature on our website. Sound like you? Then find out more…