BMA Blames Media For Eating Disorders

The British Medical Association (BMA) has laid some of the blame for the rise in eating disorders at the door of the media. A new report from the BMA indicates that the number of cases of anorexia nervosa and bulimia have risen in Western society, and points out that “[The media] often tends to portray a limited number of body shapes and messages linking external appearance with success.” The damage this can cause to young people’s self esteem has been linked to the onset of eating disorders.

This is the first time the BMA has made an official link between the media’s portrayal of thin women and eating disorders. However, public concern about the effect of media images on young minds has been growing, particularly during the last decade as fashion editors and designers promoted thinner and thinner models, dubbed “super waifs”.

The first of these super waifs, Kate Moss, has starred in successful international advertising campaigns for products such as Calvin Klein. The BMA report says that “Advertising, in particular, may influence young people’s perception of fashion, beauty and attitudes towards food.” It goes on to say that “Young women may compare themselves to extremely thin models, working in the fashion industry or advertising products, and perceive themselves as ‘fat’ in comparison, rather than healthy and attractive.”

The BMA undertook the report following its 1998 Annual Representative Meeting, when the following resolution was passed: “This meeting fears that some forms of advertising may be contributing to an increase in the incidence and prevalence of anorexia nervosa. It calls for greater responsibility in the use of such images in the media.” The report makes three recommendations to the media regarding the use of thin models and the promotion of healthy eating (right), calling on the ITC to review its policy on the use of thin models other than for slimming aid advertisements.

The report is likely to be up for discussion at a government summit on the portrayal of women in the media to be held on 21 June. Tessa Jowell has invited figures including author Susie Orbach, who has covered the issue in her writing, Rebecca Marks, the editor of girl’s magazine Jump and representatives of model agencies to join the debate. Women’s title Marie Claire this month published two alternative covers, one featuring the thin but well-endowed actress Pamela Anderson and one featuring larger-size model Sophie Dahl. Readers are invited to choose their ideal body shape.

British Medical Association: 020 7387 4499