Anglo-Dutch consumer products group Unilever NV/Plc wants to prevent super-slim models and celebrities from appearing in advertisements for their products.
Fashion designers, model agencies and the media have been criticized for promoting the skeletal look which has been said to contribute to eating disorders on a global scale. The issue of size zero or “skinny models” has dogged fashion shows and the beauty industry around the world after two anorexic Latin American models died last year. It came under the international spotlight during the spring fashion season in New York, Milan, Paris and London earlier this year.
“Unilever has adopted a new global guideline that will require that all its future marketing communications should not use models or actors that are either excessively slim or promote ‘unhealthy’ slimness,” Ralph Kugler, president of Unilever’s home and personal care division, said.
Unilever will not impose strict criteria for models and actors, but all brand directors and agencies would be expected to use a Body Mass Index (BMI) of between 18.5 and 25 as a guideline for models and actors. The World Health Organization considers anyone with a BMI below 18.5 underweight. A BMI below 17.5 is one of the criteria for the diagnosis of anorexia nervosa and a BMI nearing 15 is usually used as an indicator for starvation.
Among Unilever's prodcuts are Lipton teas and Skippy peanut butter. Probably appropriate, considering most emaciated models would never touch peanut butter.
Source: Reuters
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