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Billboard warns against anorexia Photo: AP
Billboard warns against anorexia Photo: AP

New law bans use of underweight models in ads

Knesset passes bill that forbids use of models with BMI below 18.5 in commercial advertisements. MK Danon: Knockout in the war against anorexia

Moran Azulay
Published: 03.19.12, 23:32 / Israel News

The Knesset passed into law a bill that bans the use of underweight models in Israeli advertising, Ynet reported Monday night.


According to the law, models with a Body Mass Index (BMI) below 18.5 would not be able to appear in advertisements. Moreover, any advertisement in which computer editing was used to make a model thinner, would have to say so clearly.


The law does not apply to non-commercial advertisements.


Knesset Member Rachel Adatto (Kadima), who submitted the bill along with MK Danny Danon (Likud), said "today the plenum started a revolution in the way beauty is perceived in Israel. This law shatters the ideal of anorexic beauty, which served as a model for the country's young people, who tried to imitate this impossible illusion and suffered from eating disorders as a result.


"This law will send a message to teenagers that being thin is acceptable, but slimness has its limits, and there is such a thing as too thin," she said.


MK Danon said the law constitutes a "major breakthrough towards eradicating eating disorders in Israel" and a "knockout in the war against anorexia."


According to Danon, the law also conveys a clear message to modeling agencies – that "life is more important than money."


The MK said he was approached by members of the US Congress who are considering promoting a similar law.



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