CAP and BCAP seek evidence on body image harm in online advertising and social media

The question

What issues are the Committee of Advertising Practice (CAP) and Broadcast Committee of Advertising Practice (BCAP) focusing on in their consultation on harms relating to body image in online advertising and social media?

The key takeaway

The consultation is seeking evidence from stakeholders to better understand the nuanced impact of online advertising and social media on peoples’ body image perceptions and any potential harm that some of the above content can have on the same. The consultation’s results will inevitably be used to change both CAP and BCAP’s rules and approach to advertising containing harmful content, which, under the current CAP and BCAP Codes are not sufficiently regulated. 

Additionally, CAP is set to amend its rules by the end of this year to prohibit non-broadcast ads for cosmetic interventions from being directed at under-18s through the selection of media or context in which they appear, which includes social media and influencer marketing. 

The background

Following the release of reports after inquiries by both UK governmental departments and sub-groups and independent bodies across 2019-2021, many young people and minorities groups were found to struggle with body image issues and dissatisfaction, and that these were exacerbated by social media and online advertising. These reports issued a wide array of recommendations and interventions to combat these issues, which included further regulation of online advertising.

CAP and BCAP have noted that there is much to be improved in the inclusion of more diversity and body types in online advertising. While the CAP and BCAP Codes do not impose any such quotas (or prevent other ads that feature conventionally attractive models), they do attempt to prevent ads that harm, mislead or offend, including placing restrictions on the inclusion of content that can cause potential harm, or inappropriate targeting of ads. 
Complaints relating to body image related concerns typically come under CAP Code rule 1.3 and/or BCAP Code rule 1.2, which require that marketing communications must be prepared with a sense of responsibility to consumers and to society. However, it is questionable whether the Codes are capable of robustly regulating potentially problematic advertising impacting peoples’ body image. 

The development

CAP and BCAP have initiated a consultation on seeking to get 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.

Stakeholders should provide the regulators with evidence on harm linking advertising and body image perceptions. The consultation focuses on the following areas:

• types and themes of ad content that give rise to body image concerns – this can include evidence of impact of advertising on body image perception based on eg facial features, hair and skin, visible differences (a scar, mark or condition either on an individual’s face or body that makes them appear different) and the impact of online advertising and social media content relating to “Thinspiration”, “Fitspiration”, and “Wellness”
• impact of advertising on self-perception of body image experienced by different audience groups – this includes specific impacts on demographic groups, including gender identity, race, ethnicity, sexuality, age and disabilities
• impact of social media advertising, including influencer marketing, on body image concerns, in light of increased online media use
• potential impact of advertising content for specific product sectors – this includes advertising for cosmetic interventions, weight control products, weight reduction regimes and establishments, fitness products or services, beauty and cosmetic products, health related products and clothing (including shapewear). and
• positive impact of advertising on consumers’ body image perceptions.

Why is this important?

The consultation is set to shape the rules relating to online advertising that will undoubtedly impact online advertising and sets the scene for potential changes to the CAP and BCAP Codes to try and intervene on body image issues caused by online advertising and social media. 

Any practical tips?

All stakeholders who might be impacted by the potential regulatory changes following the consultation should submit evidence on the above issues to have their views heard. Evidence should be submitted to the CAP and BCAP by 5pm on 13 January 2022 to a designated email address at bodyimage@cap.org.uk.

Winter 2021