AUSTRALIA’S FIRST BODY IMAGE CODE OF CONDUCT LAUNCHED
The Brumby Government is leading the way in launching Australia's first-ever code of conduct encouraging the media to use images responsibly and reduce the impact of negative body image on young Victorians. Youth Affairs Minister James Merlino, who launched the Victorian Voluntary Media Code of Conduct on Body Image at Federation Square today, said it contained four clauses that he urged the media, fashion and advertising industries to adopt.
(Media-Newswire.com) - The Brumby Government is leading the way in launching Australia's first-ever code of conduct encouraging the media to use images responsibly and reduce the impact of negative body image on young Victorians.
Youth Affairs Minister James Merlino, who launched the Victorian Voluntary Media Code of Conduct on Body Image at Federation Square today, said it contained four clauses that he urged the media, fashion and advertising industries to adopt.
“Certain images the media, advertising and fashion industries choose to promote contribute enormously to young people’s perception of themselves,” Mr Merlino said.
“Young Victorians have told us they want to see images that reflect the real body shapes we see everyday in the community and we are proud to be making a stand on this important issue.
“The many expressions of support across these industries is encouraging, but there is much to be done if we are to address body image issues in the media that can have devastating effects on young people’s lives.”
The Code contains four clauses regarding: · The use and disclosure of altered and enhanced images; · Representation of a diversity of body shapes; · Fair placement of diet, exercise and cosmetic surgery advertising; and · Avoiding the glamorisation of severely underweight models or celebrities.
Mr Merlino said a key recommendation of a Parliamentary Inquiry on young people and body image was to develop a code of conduct for the display of images in the media.
“A number of key people from the media, fashion and advertising industries then advised the Brumby Government on the role the media can play in the responsible portrayal of images to young people and this voluntary Code of conduct is the result,” he said.
Mr Merlino said the Code was a significant step in changing the way images are portrayed and in improving body image in young people.
The Brumby Government has received messages of support for the Code from academics, celebrities and supporters, including radio and television personality Jo Stanley, former swimmer Nicole Livingstone OAM, aerobics champion Sue Stanley and netballer Sharelle McMahon, along with leading fashion, retail and media organisations.
“Young people today are constantly exposed to idealised images of the perfect – and often unattainable – body shape and size,” Jo Stanley said.
“I really believe that by taking a lead here in Victoria we can encourage media to have a think about the impact they have and increase positive body image for young people.”
Professor Susan Paxton of La Trobe University’s School of Psychological Science said she was happy to support the pioneering initiative. "The Victorian Government leads the world in the development of this important Code,” Professor Paxton said.
“This initiative will drive change in the presentation of dangerous media images and raise awareness of their negative impact."
Mr Merlino also thanked the various organisations and individuals who supported the Code’s development.
The Brumby Government’s Go for your life $2.1 million commitment over four years to positive body image includes community awareness programs in regional and metropolitan Victoria, media and industry awareness partnerships and a body image grants program.
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