The Voluntary Industry Code of Conduct on Body Image

Skim through theVoluntary Industry Code of Conduct on Body Image and then answer the following questions.

* What are the aims of the Voluntary Industry Code of Conduct on Body Image?
* Why is it important?
* How many principles are there?

Without going back to the Voluntary Industry Code of Conduct on Body Image, see if you can match the principles with the explanations. When you’ve finished, check your answers against the Voluntary Industry Code of Conduct on Body Image.

The Principles are:

  • Positive content and messaging
  • Diversity
  • Fair placement
  • Realistic and natural images of people
  • Healthy weight models
  • Appropriate modelling age
  • Fashion retailers supporting positive body image

The Explanations are:

  • use models who are clearly of a healthy weight.
  • do not use digital technology in a way that alters images of people so that their body shape and features are unrealistic or unattainable through healthy practices. Make consumers aware of the extent to which images of people have been manipulated.
  • use positive content and messaging to support the development of a positive body image and realistic and healthy physical goals and aspirations among consumers.
  • use a diverse range of people that are appropriate to their target audience. When considering diversity, particular focus should be given to including a range of body shapes, sizes and ethnicities.
  • stock a wide variety of sizes that reflects demand from customers.
  • use advertising that supports positive and healthy body image behaviour. Advertising that contradicts positive body image messages will not be used.
  • only use people aged 16 years or older to model adult clothes or to work or model in fashion shows targeting an adult audience.

How can organisations demonstrate the following three principles:

  • Realistic and natural images;
  • Diversity;
  • Positive content and messaging.

Give an example for each of these three principles.
* Write your answer in your own words