Writing on his legal blog, lawyer Bruno Fagali wrote an interesting article about how France is handling their anorexia epidemic. In that country 30,000-40,000 people, most of them teenagers, have this medical condition which is mostly thought to be fueled by advertising. Most men and women who appear in advertising are presented with wholly impossible to attain bodies. This is because the advertising companies digitally manipulate the images to make people look thinner than they actually are, usually using Photoshop.
Bruno Fagali says that to combat this problem they passed a law under the French Code of Public Health. Now there is a decree in place, as of October 2017, which states that any image of this nature must have imprinted on it “retouched photograph”. This will alert people to the fact that what they are looking at doesn’t fit with reality.
France has also been requiring French models to get a medical certificate since 2016 before they can find work in the advertising industry or show up in fashion shows. Bruno Fagali wrote that a doctor must measure their body mass index and their general state of health.
His home country of Brazil has been looking into similar laws, he wrote. As someone who is also in advertising himself; Bruno Fagali is the Corporate Integrity Manager at nova/sb which is an ad firm; he says that advertisers are starting to realize themselves that the days of sticking a rail-thin girl in their ads are no longer effective or moral. He has seen this shift away from that form of ads for the past few years.
Since 2006, Bruno Fagali has been practicing the law. He has a Master in Law which he earned at the University of Sao Paulo. He has also received several legal certifications such as healthcare compliance, advertising and communication law, public law, parliamentary law, and electoral law. Bruno Fagali landed his job at nova/sb due to his certification in anti-corruption law which he earned at Fundação Getulio Vargas in Sao Paulo.