In the middle of Karl Johan, “KEiiNO” singer Alexandra Rotten (25) got a real shock when she saw a poster advertising the fitness center 24 Fitness.
“Fat and ugly? Be ugly! » sounds the ad.
– I was shocked when I saw the poster on a busy street in Norway. Rotten adds to Good Evening Norway that I’m surprised it hasn’t been removed before, and that this is the mentality they’re promoting:
– All bodies are equally good and no one has the right to say anything negative about other people’s bodies.
Encouraging a storm of complaints
Rotten believes that the poster’s words have a negative impact on the people who see them.
– I think of all those who see this while shopping or going to lunch and feel insecure about their bodies, says the singer.
On Instagram, she posted a photo with the caption, “Shame on you,” and tagged the poster’s own fitness center, 24 Fitness.
In the next image, she encouraged her followers to report the ad to the Norwegian Consumer Agency.
– I want to encourage people to complain because I want to get rid of it! He explains that I have received several messages saying that this ad has been up for a long time, so I wonder why it hasn’t been removed yet.
Rotten hopes the flurry of complaints will attract the attention of the consumer agency.
– You have to see the humor in this
Tommy Thorviltsen, co-owner of 24 Fitness, tells Good Evening Norway that anything can be said about Rotten Poster.
– She can say what she thinks, this is a free country. If she wants to spend time with us, she decides for herself.
– People choose how to interpret the poster. You have to see the humor in this.
He says this is not the first time the ad has attracted attention.
– The poster was previously stolen, taped and molested.
When asked if anyone can identify him and tell him why they are doing this, he replies that the poster has a clear message.
– The message is that you can get in shape here. With us, everyone is welcome.
Unhealthy physical focus
Like Rotten, clinical nutritionist Tine Sundfør believes the advertising poster could be problematic.
– The first thing that struck me is that this ad is part of the ever-increasing body focus in society, he tells Good Evening Norway and continues:
– Whether it’s a poster or a so-called “perfect body” image, the way you choose to market your cheap subscription really doesn’t matter that much. Common to this type of marketing is an unhealthy body focus that promotes unrealistic ideals rather than focusing on the fact that bodies are ideal in all colors and shapes.
According to Sundfør, much of the marketing consumers see today can induce an unhealthy body focus.
– This alone does not cause eating disorders, but may be one of several factors that increase the risk of developing an eating disorder. Many people spend too much time and energy chasing a body ideal that is completely unattainable. This chasing can cause thoughts and feelings related to food, body and exercise to reduce quality of life.
More honest than other ads
Although Sundfor isn’t a fan of the ad, he believes it can stand out from the crowd.
I think this ad poster is more honest than the people hanging around behind photo-retouched bodies, he adds:
– But don’t get me wrong, I don’t like it!
The nutritionist urges consumers to put their foot down and be more aware.
– We need to be more aware of what we accept about marketing and how we tolerate someone talking to us. We must say, “We do not accept this,” and remember that we are in power.
Sundfør still believes there is a limit to what the Norwegian consumer agency can do because there is no legal ban on words in advertising.
– If we avoid buying products and services that use this type of marketing, it is no longer good marketing.
– Allowed with humor
Bente Øverli, department director of the Norwegian Consumer Agency, says it has not registered any investigation into the ad poster.
So she typically responds to Good Evening Norway’s inquiry:
– All marketing should be in accordance with good marketing practice. This means that marketing should be designed in such a way that it does not violate common ethical and moral sensibilities or use offensive tactics in any other way.
– There is one more limit before you can say that an ad is against good marketing practice. It’s not enough for the ad to be considered unfortunate, tasteless or similar, Øverli explains.
For example, he says that it is permissible to use humor or other means in advertising as long as it does not conflict with good marketing practice.
Important with notes and complaints
Øverli emphasizes that it’s important to point out that even if a marketing activity isn’t directly aimed at children, businesses should always consider whether children can see or hear the ad.
– because children can also find marketing that isn’t directly targeted and not appropriate for their age group, he adds:
– In cases where marketing can be seen or heard by children, for example when marketing is displayed in a public place on billboards, public transport or social media, the assessment of whether the marketing is contrary to good marketing practice will focus on whether the marketing contributes to social insecurity, low self-esteem or physical stress. .
Øverli explains that the Norwegian Consumer Agency encourages consumers to contact them if they detect their marketing.
– Tips and complaints from consumers are very important to us at the Norwegian Consumer Agency and are an important resource for the work we do. Therefore, we have no problem with Rotten encouraging consumers to complain if they believe this ad violates marketing law.
Finally, he adds:
– We constantly review which cases we process based on complaints and I cannot comment on how we process any complaint in this advertisement.
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