AANA tightens rules on advertisers’ portrayal of body images

November 23, 2018 3:57

The Australian Association of National Advertisers has updated its guidelines on the portrayal of body image in advertising with a pointed reminder to marketers in the influencer and social media sectors.

In its latest update to the industry code of ethics practice note, the AANA has flagged advertising and marketing portraying unrealistic body images, shapes or features will be subject to censure by the Ad Standards Board.

AANA’s director of policy & regulatory affairs, Simone Brandon pointed out the updated rules do not prohibit advertisers from including a diversity of images, including people who have a variety of sizes and shapes

The new rule, which will be applied to complaints made to the Ad Standards Community Panel, adds body image to section 2.6 of the industry code of ethics which prohibits advertising which depicts material contrary to prevailing community standards on health and safety.

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Paul Wallbank

Paul Wallbank was news editor at Mumbrella between June 2017 and June 2019. Previously he's covered business and technology issues for outlets ranging from The Australian and Sydney Morning Herald to the ABC and Business Spectator.

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