Liberal Democrats back plans to ban airbrushed adverts

Sat, 19 Sep 2009

Liberal Democrat Autumn conference today backed plans to ban airbrushing in adverts targeted at children in the policy paper Real Women.

These measures are part of a wide range of proposals to protect women and girls against body image pressure, encourage healthier lifestyles and tackle pay discrimination.  Other proposals include:

• Protecting children from body image pressure by banning airbrushing in advertising aimed at under 16s
• Provide twenty hours of free, good quality childcare per week, for all children from 18 months to when they start school
• Requiring companies to publish data on the pay scales within their organisations and conduct pay audits
• Introducing a ‘name blanking’ policy so that job applicants apply with National Insurance numbers
• Modules on body image, health and well-being, and media literacy to be taught in schools

Commenting, Liberal Democrat MP, Jo Swinson said:

“Women face pressure from all directions these days. Hit hard by the recession, trying to juggle family commitments with work and home life, and bombarded with adverts that contain completely unattainable images that no-one can live up to in real life.

“Despite great strides forward in equality, women still get paid less than men, and generally still end up taking more responsibility for childcare and looking after elderly relatives. This can be hugely rewarding, but combining this with a job can seem almost impossible.

“There’s a lot the Government could do to give a helping hand. Making employers check for pay discrimination would help women get the money they deserve. Providing 20 hours per week free childcare would allow parents to make real choices about returning to work. And it would be nice to inject some realism into the media’s portrayal of women, instead of the suggestion that nothing less than perfection will do.”

A copy of the amended text can be viewed here.