A Group Of Canadian Researchers Warns About Using Plus Sized Models For Ads

Using plus-sized models in advertising campaigns may be fuelling the obesity epidemic, experts have warned.

A new study, by business and marketing researchers, suggested that using images of larger body types 'encourages the idea that being overweight is acceptable'.

Using fewer images of models who are underweight and aesthetically flawless can have a detrimental effect on the public's lifestyle and eating behaviour, researchers said.

Co-author Dr Brent McFerran of the Simon Fraser University, Beedie School of Business in Canada, said: 'Although this study demonstrates that accepting larger bodies results is associated with negative consequences, research also shows that "fat-shaming" or stimatising such bodies, fails to improve motivation to lose weight.'

To arrive at their conclusion, researchers conducted five experiments to see how people react to cues suggesting that obesity is acceptable.

In each instance, the subjects displayed a greater intended or actual consumption of unhealthy food and a reduced motivation to engage in a healthier lifestyle.

Their actions were driven by an 'increased belief that obesity was more socially acceptable', the researchers said.