Government Targets Beauty Brands That Portray Unattainable Ideals [Headlines]

The Equalities Ministry wants to penalize marketing campaigns that use enhanced images because they are unrealistic.

Dory Carr-Harris, PSFK
  • 7 december 2011

Equalities minister Lynne Featherstone MP will unveil the pledge next year. It will operate in a similar way to the Department of Health’s ‘Responsibility deal’, which targets obesity and alcohol misuse.

The pledge strategy indicates a shift from more punitive measures Featherstone suggested last year; these included kitemarks on ads that use manipulated images. Marketing Magazine