‘Real’ women beauty adverts hailed as positive health step

A MOVE to use “real” women in beauty advertising instead of models was welcomed today by health campaigners.

Adverts featuring images of women of different shapes and sizes in their underwear which soap brand Dove says have not been altered in any way were hailed as a positive step both for women at risk of developing eating disorders and for those needing to lose weight.

Eating Disorders Association (EDA) chief executive Susan Ringwood said the move to ditch stick-thin, airbrushed models was "a good start".

The decision came after a survey for Dove Firming moisturiser found that three-quarters of British UK women had low body confidence as a result of beauty advertising.

Ms Ringwood said: "We welcome the fact that people are choosing to portray realistic body shapes and sizes in their advertising.

"Certainly people do judge themselves against the stereotypical views in adverts. They measure themselves against what they see and it certainly can contribute to people feeling very negative about themselves."

Ms Ringwood said although the EDA would never blame the media and advertising for people developing eating disorders, it was "certainly part of the context" in which they thrived.

"Anything that helps to provide a more supportive and realistic context has got to be welcomed," she added. Dove says the new campaign is designed to celebrate real women and boost their body confidence.