In the middle of Karl Johan, “KEiiNO” vocalist Alexandra Rotan (25) got a real shock when she saw the advertising poster from the fitness center 24fitness.
«Tierd of being fat and ugly? Just be ugly!» lyder reklamen.
– I was shocked when I saw the poster in one of Norway’s busiest streets. I am amazed that this has not been removed before, and it is so frightening that this is the mindset they encourage, says Rotan to Good evening Norway and adds:
– All bodies are equally fine, and no one can claim the right to say something so negative about other people’s bodies.
Encourages storm of complaints
Rotan believes the wording of the poster could have a negative impact on people who see it.
– I think of all those who feel insecure in their own body, who see this when they are shopping or on their way to lunch, and get a shock in them, says the vocalist.
She posted a photo on Instagram of the sign with the caption: “Shame on you” and tagged the fitness center 24Fitness, which owns the poster.
In the next picture, she encouraged her followers to complain about the advertisement to the Norwegian Consumer Agency.
– I want to encourage people to complain because I want to have it removed! I have received several messages that they have had this advertisement for a long time, and therefore I wonder why it has not been removed yet, she explains.
Rotan hopes a major storm of complaints will catch the Consumer Agency’s attention.
– You have to see the humor in it
Co-owner of 24Fitness, Tommi Thorvildsen, tells Good evening Norway that Rotan can say what she wants about the poster.
– RESPONDING: Alexandra Rotan posted this photo of the advertising poster on Instagram. Photo: Screenshot
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– She can say what she thinks, it is a free country. If she wants to spend time with us, she decides for herself.
– People choose how they want to interpret the poster. You have to see the humor in it.
He says that this is not the first time the advertisement has attracted attention.
– The poster has previously been stolen, taped over and harassed.
When asked if he can say something about why someone would do this with the sign, he answers that the poster has a clear message.
– The message is that here you can get in shape. With us, everyone is welcome.
Unhealthy body focus
Clinical nutritionist Tine Sundfør, like Rotan, believes that the advertising poster can be problematic.
– The first thing that struck me is that this advertisement is part of an ever-increasing body focus in society, she says to Good evening Norway and continues:
– Whether it is this poster or a picture of a so-called “perfect body” that is the way you choose to market a cheap subscription, does not really matter so much. Common to this type of marketing is that it is an unhealthy body focus, which promotes unrealistic ideals rather than focusing on the fact that bodies are great in all colors and shapes.
– Nutritional physiologist Tine Sundfør believes that consumers must be more aware of what they accept from marketing. Photo: Anita Sælø
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According to Sundfør, much of the marketing consumers see today can trigger an unhealthy body focus.
– This alone does not cause eating disorders, but can be one of several factors that can increase the risk of developing an eating disorder. Many people spend too much time and energy hunting for a body ideal that is completely unattainable. This chase can cause thoughts and feelings related to food, body and exercise to reduce the quality of life.
Honest than other commercials
Although Sundfør is not a fan of the advertisement, she believes it can stand out in the crowd.
That said, I almost think that this advertising poster is in a way more honest than those who wrap it behind photo-retouched bodies, she says and adds:
– But do not get me wrong, I do not like it!
The nutritionist insists that consumers need to put their foot down and be more aware.
– We must be much more aware of what we accept of marketing and how we tolerate that someone speaks to us. We must say that “we do not accept this”, and we must remember that we are in power.
Sundfør still believes that there is a limit to what the Norwegian Consumer Agency can do, as there is no legal ban on the wording in advertising.
– If we avoid buying products and services that use this type of marketing, then it is no longer good marketing.
– Allowed with humor
Bente Øverli, department director at the Norwegian Consumer Agency, says that they have not registered any inquiries about the advertising poster after what she has found in their systems.
She therefore responds in general to Good evening Norway’s inquiry:
– All marketing must be in accordance with good marketing practice. This means that the marketing must be designed in such a way that it does not violate common ethical and moral perceptions, or in any other way use offensive means.
– There is still a threshold before you can say that an advertisement is contrary to good marketing practice. It is not sufficient that the advertisement is considered unfortunate, tasteless or similar, Øverli explains.
She says that, for example, it is permissible to use humor or other means in advertising, without this necessarily being contrary to good marketing practice.
Important with tips and complaints
Øverli emphasizes that it is important to point out that even if a marketing measure is not aimed directly at children, businesses must always consider whether the advertisement can be seen or heard by children.
– This is because children can also come across marketing that is not directly aimed at them, and which is thus not suitable for their age group, she says and continues:
– In those cases where the marketing can be seen or heard by children, for example when the marketing is displayed in the public space on billboards, on public transport or on social media, when assessing whether the marketing is contrary to good marketing practice, special emphasis will be placed on whether Marketing play on social insecurity, low self-esteem or can contribute to body pressure.
Øverli explains that if consumers discover marketing they are responding to, the Norwegian Consumer Agency encourages them to get in touch.
– Tips and complaints from consumers are a very important thing for us in the Norwegian Consumer Agency, and it is an important resource for the work we do. We therefore have no problem with Rotan encouraging consumers to complain if they believe that this advertisement is in violation of the Marketing Act.
Finally, she adds:
– We continuously assess which cases we take up for processing on the basis of complaints, and I can not comment on how we will process any complaints on this advertisement.
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