A TV ad which shows women using a corset to make their waists appear smaller and more ‘sexy’ has been banned.
According to Mashable, the Advertising Standards Authority (ASA) deemed it ‘irresponsible’ after the Shop Channel aired the ad for the Velform Miniwaist.
The advert for the ‘waist compression garment’ showed various women squeezing their waists, along with footage of the women before and after using the corset.
In an unbelievably broad sweeping statement, the presenter in the advert comments:
Women are supposed to look like this, and men like this, but very often, especially as we age, we lose that figure. It’s not just you.
Fortunately now, there’s a way to get that womanly figure that identifies us, that creates that fabulous, perfect and extreme hourglass figure that all women want.
A woman demonstrating the garment in the corset advert states:
I’m doing everything I can do for this waist but there has to be something else to get that teeny tiny waist like the girls in the pictures and in the magazines.
The ASA investigated the ad after viewers complained that it encouraged unhealthy body perceptions and considered it to be ‘harmful’.
According to their report, the ASA concluded:
It was irresponsible to imply that a very small waist should be aspired to and that all women should aim for that figure.
They have now ruled that the ad must not appear again in its current form and concluded that, overall, the advert did encourage unhealthy body perceptions.
Doctors have recently made a number of warnings about the safety of waist-compression garments after seeing a rise in their popularity.
Kim, Khloe and Kourtney Kardashian have all posted images of themselves ‘waist training’ on social media, and the trend has raised serious concerns over their safety amid fears that the garments can interfere with breathing.
I have to say, I think being able to breathe is a bit more important than having a skinny waist, but that’s just me. Call me old fashioned, I suppose…