Body Image and Advertising: CAP and BCAP Determine that Current Advertising Codes are Sufficient to Address Potential Harms

After reviewing concerns about how advertising affects people's views on body image, the Committees of Advertising Practice (CAP) and the Broadcast Committee of Advertising Practice (BCAP) have concluded their review on body image in advertising. Their final statement, which was published on 10 October 2024, has determined that no new advertising regulations are necessary at this time.

The review by CAP and BCAP was initiated to assess whether the current CAP and BCAP Codes (Advertising Codes) and guidelines sufficiently tackled the potential damage caused in three areas identified for review:

• The Alteration of Digital Images and Labelling:

The inquiry considered whether advertisements should label where they have been digitally altered to prevent unrealistic body image expectations. However, CAP and BCAP found insufficient evidence to suggest digitally altered images in advertising have a specific harmful impact. They expressed concerns that labelling these images as being digitally altered could inadvertently encourage influencers and individuals to seek cosmetic procedures instead of simply altering an image. The CAP and BCAP determined that the Advertising Standards Authority (ASA) can enforce the existing Advertising Codes on misleading advertisements against digitally altered images that are either irresponsible or misleading to consumers.

• Muscularity in Advertising:

The depiction of muscularity and its potential pressure to conform to a particular body ideal was analysed. The review focused on data captured by large brands from the fashion, fitness and technology sectors but did not find any content that was overtly irresponsible or harmful within the scope of the existing Advertising Codes.

• Depiction of Women from Ethnic Minorities:

Concerns regarding the portrayal of women from minority ethnic backgrounds and the creation of unattainable body ideals were also reviewed.

Application of Existing Guidance and Codes:

The CAP and BCAP's final statement confirmed that existing measures are adequate to mitigate harm related to body image in advertising. Other factors, including cultural and social influences, are also at play in driving these issues, but were considered to fall beyond the remit of the Advertising Codes. 

The current Advertising Codes and guidance applied by the ASA can be used address issues when advertisements are misleading, socially irresponsible, or include harmful gender stereotypes (CAP Code 1.3 and 3, BCAP Code 1.2 and 3). There are several instances where influencers have already been called out by the ASA for misleading advertisements by using filters to enhance product performance, highlighting the existing codes in action.

Looking ahead: 

Although there was no persuasive case to justify new regulation in this area, businesses, intermediaries, and individuals are reminded to continue adhering to the Advertising Codes, ensuring that advertisements are compliant and are not deemed misleading to consumers or irresponsible. This is not always easy in an area which will continues to be in the spotlight and which is subject to the blurring of advertising, editorial content and social media.