A TV advert for a Scots diet food company has been banned for being "socially irresponsible" by for implying that women can only achieve happiness through weight loss.
The ad for Diet Chef, an Edinburgh-based diet food home delivery specialist, featured a character called Cheryl speaking to her former self two months after starting the firm's food plan.
During the ad, Cheryl, talked to her former self two months after starting Diet Chef, saying: "I know how you feel, you can look that good again you know,"
She also says: "You look, amazing. I never dreamed I could be that slim again," and "I bought a bikini last week, for the first time since this picture."
The former Cheryl was shown wearing a baggy shirt and had messy hair and appeared distressed, while the current Cheryl had a more polished appearance and a happier demeanour.
Both are played by English actress Cheryl Neve.
When the advert was first broadcast on TV screens in July, more than 26 viewers complained to the Advertising Standards Authority(ASA) that it was demeaning as it exploited women’s insecurities about their bodies.
The ASA launched an investigation into the ad and have now ruled that it should be banned as it presented a "socially irresponsible approach to body image".
The former Cheryl appears close to tears as she asks how she can lose weight before a voice-over states: “Discover why over a 150,000 people like Cheryl have chosen Diet Chef to lose weight."
In a written ruling the ASA said: "We noted that the former version of Cheryl appeared distressed after looking at a picture of herself wearing a bikini when she was slimmer, and her voice sounded tearful.
"When she was presented with the future version of herself and the suggestion that she could look like that as well, the tone in which she said 'I want it, I want what you’ve got' and 'How?' gave the impression that she was desperate to lose weight.
"The character’s unhappy demeanour appeared disproportionate to concerns about her weight, especially as she did not appear to be particularly overweight, despite being dressed in baggy clothing.
"We considered that viewers would understand that her concerns about her weight had had a significant effect on her general well-being. We considered that, overall, the ad focused disproportionately on the former Cheryl’s negative feelings about her appearance, and implied that weight loss was the only solution to her problems.
"It therefore implied that those with insecurities about their bodies, and particularly their weight, could only achieve happiness and self-confidence through weight loss. We therefore concluded that the ad presented a socially irresponsible approach to body image and breached the Code."
Diet Chef was launched by entrepreneurs Kevin Dorren and Andrew Veitch from a garage in 2008 and is now the largest firm of its kind in the UK with 150,000 customers and an £11m turnover.
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