Fear of Increasing Body Pressure – NRK Culture and Entertainment

– This is serious and therefore it is important to discuss what can be done to reduce this type of pressure on children and young people, says the director of the Norwegian Media Authority, Mari Velsand, to NRK.

In 2018, the Norwegian Media Authority participated in the development of an outline of ethical guidelines against body pressure on social media. To follow up on this work, this year they conducted a survey with participants in the 9-18 age group.

• Nearly one in three 9-12 year olds have been advertised for weight loss, and one in four in the same age group has been advertised for products that supposedly give bigger muscles.
• At least half of 13-18 year olds have received similar online advertising.
• 12 and 18 percent of the two age groups have experienced alcohol advertising online.

The Norwegian Media Authority is concerned about the consequences of this type of advertising for children at such a young age.

– We fear that such great marketing pressure on young people contributes to increasing body pressure.

You want a change in the legislation

– We believe that the actors behind social networks should assume greater responsibility for the type of advertising that reaches children and young people on their channels. Influencers with a young following should also have a conscious attitude about the products they are talking about.

Velsand believes that changes to the legislation are necessary as current regulations can be perceived as confusing and complicated.

– It should be clear if the images used in advertising are retouched. Therefore, it is good that the government is analyzing changes in the Marketing Law on this point.

Children and Families Minister Kjell Ingolf Ropstad (KrF) says the government is working on a bill to amend the Marketing Law to counter body pressure.

– Among other things, we propose the obligation for advertisers to mark the advertisement when the body of the person in the advertisement has been modified through retouching. Labeling retouched advertising can help children and young people to stop comparing themselves to the constructed ideals of beauty, and therefore to be more confident and satisfied with themselves, Ropstad tells NTB.

– Absolutely tragic

Jorunn Kaiander Sundgot Borgen, a professor at the Norwegian Academy of Sports, believes these are serious figures.

– We know that when children so young, referred to here as 13-14 years, receive advertising related to cosmetic procedures or increased muscle mass, the reality of these children is distorted.

Borgen believes that there should be a stricter control over the advertisements to which children can be exposed.

– It’s tragic, it won’t happen. We know that exposure to this type of advertising is associated with body pressure and can have serious health effects.