ICMR Case Studies and Management Resources

Asia's Largest Online Collection of Management Case Studies

Directory: Case Studies / Free Resources / Micro Case Studies / Business Environment

France Seeks to Outlaw Promotion of Unrealistic Beauty Ideals by the Industry

<< Previous Email Alerts | Invite a Friend

Several such websites and blogs had mushroomed since 2000 and anorexics shared experiences and tips on subjects such as starvation, appetite suppressants, etc. on them. There were around 400 such sites that offered tips on subjects that ranged from extreme dieting to keeping parents in the dark regarding the eating disorder.6 French Health Minister Roselyne Bachelot, who supported the bill, contended that there was a link between the sociocultural/ media environment and eating disorders, and was especially critical of these pro-anorexia websites.

Terming the messages propagated by these websites and publications as 'death messages', she said, "Encouraging young girls to lie to their doctors, advising them on foods that are easier to regurgitate, and inciting them to beat themselves up each time they eat is not freedom of expression,"7 She said that the regulators could not allow people who propagated these messages to go unpunished.

The bill, if approved by the Senate, would make these sites illegal and those found guilty of advertising products, objects, or methods that could lead to excessive thinness and compromise users' health, would face a jail term as well as a heavy fine.

If found guilty, the offenders could face up to two years in prison and fines of €30,000 (US$47,000); in the case of such offence leading to death, the penalty would be up to three years in prison and €45,000 (US$71,000) in fines.

The bill also sought to revise existing legislation against inciting a person to commit suicide to include inciting a person to go in for excessive thinness.8 Analysts felt that in addition to these websites, the fashion industry and magazines that published photographs of extremely thin models also ran the risk of being prosecuted.

While many have welcomed the bill and felt that it was about time that the regulators did something about the menace, there were others who were unhappy with it. Fashion industry representatives and advertisers, in particular, were critical of the bill.

Isabelle Maury, editor of Elle9, said, "It may mean that we won't be able to publish anything… I wonder how this bill will be implemented and interpreted. If they decide to strictly implement it, it could mean that every fashion show and magazine will be banned or charged."10

Critics of the bill contended that there were a host of factors that led to eating disorders, and a crackdown on the depiction of thin models in the media alone would not help. They termed the bill intrusive and said that they would oppose the bill.

"Never will we accept in our profession that a judge decides if a young girl is skinny or not skinny… That doesn't exist in the world, and it will certainly not exist in France,"11 said Didier Grumbach, president, French Federation of Couture. Critics of the industry, however, contended that the industry had not done enough to address this issue and it was as a result that such regulations had become necessary.

Micro Case Studies Main Page Buy This Business Environment Case Study

Continued...


6] Doreen Carvajal, "French Bill Takes Chic Out of Being too Thin," www.nytimes.com, April 16, 2007.

7] "France Targets Anorexia in the Media," www.news.bbc.co.uk, April 15, 2008.

8] "Key Points in French Bill that Would Make it Illegal to Incite Anorexia," www.pr-inside.com, April 15, 2008.

9] Elle is a leading magazine that focuses on women's fashion, beauty, health, and entertainment.

10] Molly Moore and Corinne Gavard, "France Takes Aim at Cult of Thinness," www.washingtonpost.com, April 16, 2008.

11] Doreen Carvajal, "French Bill Takes Chic Out of Being too Thin," www.nytimes.com, April 16, 2007.


Email Alerts | Invite a Friend

Google