• Norway's news in English
 
app_header_v3

Put warning labels on skinny models: minister

10 Nov 2011, 12:24

Published: 10 Nov 2011 11:29 GMT+01:00
Updated: 10 Nov 2011 12:24 GMT+01:00

“We have to reduce the pressure the beauty ideal generates,” said Equality Minister Audun Lysbakken, as he presented a government plan recommending “dialogue” with advertising agencies.

Lysbakken said he wants to curb the vast reach of ads promoting “unobtainable ideal bodies”. He admits he does not know how ad agencies and the urban planning departments they strike deals with will react to warning labels indicating, “This advertisement has been altered and presents an inaccurate image of how this model really looks.”

The Labour initiative is supported by the far-left Red Party's youth wing, a group whose members have long posted their own counter-slogans on billboards they deem offensive.

At least one newer member of the Red Youth party was gunned down on Utøya Island in July during the murder rampage of the politically motivated killer Anders Behring Breivik. Most of those killed, however, were part of the Young Labour movement.

The young Labour and Red groups have long been involved in a joint action plan called Youth Against the Retouching of Advertisements. Some of the Young Labour pioneers behind the project are now in power with the group's governing parent party.

 “(Red Youth) deserve a lot of honour,” Red Party leader Turid Thomassen told The Local.

“Many of those now in our ranks worked on (the beauty and advertising) issue when they were younger and still a part of (Red Youth),” Thommassen said.

“Finally, the authorities are listening.”

Story continues below…

In his presentation, Lysbakken said hundreds of thousands of young girls endured eating disorders while living with a distorted self-image obtained partly by hopeless comparisons with “cleaned-up” beauty ads. Women’s rights groups in North America and in Europe have long allied with psychologists and sociologists against the phenomenon.

But Norwegian Business School lecturer Monica Viken said she doubts sticking warnings on billboards will have an effect on consumers.

“We have also introduced rules against hidden advertisements by putting text into ads that say this is an ad,” Viken told newspaper Bergens Tidende. adding, “I don’t know if this has had an effect on the impression the ad gives."

Your comments about this article

Today's headlines
Video
Fake Norway ‘apology’ video angers Israel
The video is a fake apology from the National Theatre of Norway. Photo: Lise Åserud / NTB scanpix

See the video that the Israeli Foreign Ministry wants "removed from every site" on the internet.

Trump an 'embarrassment' Springsteen tells Norway
Rock legend Bruce Springsteen interviewed by Fredrik Skavlan. Photo: SVT/Youtube

Rock legend Bruce Springsteen has described Donald Trump as an embarrassment to the United States.

Oslo to hit drivers’ wallets to combat air pollution
The cancel wants to raise toll rates fivefold by this winter. Photo: Vidar Ruud / NTB scanpix

The city council will quintuple road tolls on days with high levels of air pollution.

Freed hostage back in Norway after 'year in terror'
Sekkingstad addressed the Norwegian media in Oslo on Friday. Photo: Vidar Ruud / NTB scanpix

Kjartan Sekkingstad returned to Norway on Friday after a year of captivity in the Philippines.

New hijab discrimination case hits Norway
Model photo: Carina Johansen / NTB Scanpix

Officials in Oslo offered a young woman a job, but only if she would remove her headscarf.

Tesla sued in Norway over sluggish cars
A Telsa Model S being charged in Østfold. Photo: Tore Meek/NTB Scanpix

"When you notice that you didn't get what you paid for you feel cheated."

VIDEO: See Norway’s PM ride around on a rubbish truck
That's not something you see every day. Photo: Terje Bendiksby / NTB scanpix

Norwegian Prime Minister Erna Solberg has posted a video to Facebook showing her performing some rather unusual work in the name of green energy.

Why Americans pay more to fly Norwegian
It pays off to know the local language when booking with Norwegian. Photo: Håkon Mosvold Larsen / NTB scanpix

Americans looking to fly to Norway on Norwegian or take a cruise on Hurtigruten are being charged much higher prices than customers in Norway.

Norway man posed as girl on Facebook to exploit 60 boys
Photo: Stian Lysberg Solum / SCANPIX .

Police believe a Tromsø man used the internet to sexually exploit around 60 children and abused some of them in real life.

Norway files terror recruitment charges for first time
Ubaydullah Hussain has been in and out of the Norwegian court system several times. Photo: Terje Pedersen / NTB scanpix

Ubaydullah Hussain, an Islamist who has had numerous run-ins with the law, is the first person in Norway to be officially charged with recruiting terrorists.

Sponsored Article
Why you should learn to trade (and just how easy it is)
'I am so very happy and lucky to be alive': Freed Norwegian
International
'I am so very happy and lucky to be alive': Freed Norwegian
Society
Hijab discrimination: Praise, Nazi comparisons and conspiracy theories
Facebook thanks Norway PM after censorship row
Society
Facebook thanks Norway PM after censorship row
Expats say it's not just Norway's weather that's cold
Society
Expats say Norway is a cold place (and they don't mean the weather)
Sponsored Article
Gran Canaria: 'So much more than beaches'
National
323 reindeer killed by lightning in Norway
Frozen effect bringing 'too many tourists' to Norway
Travel
Frozen effect bringing 'too many tourists' to Norway
Norway's angel princess divorces novelist husband
Norway's angel princess divorces novelist husband
Norwegian motorist kills 19 reindeer in bloody collision
National
Norwegian motorist kills 19 reindeer in bloody collision
'Tick here please': Changing gender in Norway gets easier
Lifestyle
'Tick here please': Changing gender in Norway gets easier
Danish scientist: Mysterious 'blue blob' caused by weather
National
Danish scientist: Mysterious 'blue blob' caused by weather
Norwegian school permits burkini in swimming classes
Education
Norwegian school permits burkini in swimming classes
Norway's ‘biggest sovereignty concession’ to EU in years
National
Norway makes ‘biggest sovereignty concession’ to EU in years
Norway boosts defence against Russia threat
International
Norway boosts defence against Russia threat
FACT-CHECK: No, Norway isn’t banning diesel and petrol cars
National
FACT-CHECK: No, Norway isn’t banning diesel and petrol cars – yet
Norway aims to be climate-neutral by 2030
National
Norway aims to be climate-neutral by 2030
Migrant numbers plunge as Norway now 'less attractive'
National
Migrant numbers plunge as Norway now 'less attractive'
2,024
jobs available