It’s not just in your head. The adverts we scroll past, the billboards we pass, and the filtered
faces in our social feeds — they’re quietly rewriting how we see ourselves. And for many
women (mums, partners, singles), it’s turning into a silent war they feel they’re losing.
An older idea of beauty is being weaponised, and more than one in three women admit to
comparing themselves to media images — with consequences for confidence, wellness, and
how they move through the world.
The Mirror That’s Always On
Pick up a magazine, turn on the telly, or scroll your social feed — and chances are you’ll see
one message repeating itself: you’re not enough. Too thin, too toned, not toned enough, too
flat, too round, not glowing enough, not sculpted enough.
According to the UK’s Changing the Perfect Picture inquiry, a major theme from women
responding was this: they don’t feel represented. They said images in advertising, fashion,
social media, and marketing pushed ideals they can’t, or don’t want to, match.
Research from Mental Health UK backs this: just over one in five adults said images used in
advertising have caused them to worry about their body image. Among women, that number
is higher.
The Advertising Standards Authority’s own data shows women are more likely than men to be
concerned about idealised body images in ads — including objectification, stereotyping, and
unrealistic portrayals.
Switch on the news: recently, the ASA banned several mobile game adverts that objectified
women or promoted non-consensual imagery. The watchdog said almost half of UK consumers
were concerned about how women were depicted in ads.
So yes — the mirror is on, and its glare is harsh.
Real Voices, Real Pressure
Listen to what women are saying:
● “I used to love fashion magazines. Now they make me feel small or ugly unless I edit
myself.”
● “When the baby’s asleep, I scroll Instagram and feel like I’ll never look like those models
— postpartum weight, stretch marks, fatigue — you name it.”
● “My teenage daughter asked me why she doesn’t look like the girls in the adverts. I didn’t
know what to say.”
● “I avoid adverts for diet products now — even though they flood my feed. I just hit ‘skip’
or scroll away.”
These stories echo across parenting groups, forums, and comment sections. They’re more than
anecdote — they connect to the statistics.
For instance, one government body found 61% of adults and 66% of children said they feel
negative or very negative about their body image most of the time.
Why Nearly Half Say “Yes, Ads Are Warping Us”
If you ask enough women, you’ll begin to hear patterns.
Female Body Shapes
- Unrealistic ideals are normalized
The majority of media images are edited, photoshopped, laser-filtered, and height-boosted.
Even when campaigns claim “real women,” they’re often edited to polish. A recent academic
study found that exposure to more representative models improves body wellbeing and ad
effectiveness. - Constant comparison culture
With unlimited scrolls, women compare themselves not just to models in magazines, but to
influencers, celebrities, micro-influencers. We quantify lives by likes. The gap between real and
curated feels huge. - Narrow “beauty windows” Slim, tall, blemish-free, taut skin — these remain the narrowest frames of beauty. If a body falls
- outside, advertisers often ignore or tokenize it. That leaves many feeling invisible, inferior, or
- ashamed.
- Cumulative effect, not single image
It’s not one billboard that breaks you — it’s the daily drip of ads, videos, banners, sponsored
posts. Each one adding a subtle message: change, fix, buy, be. The Changing the Perfect
Picture inquiry emphasised that body image harms are cumulative.
What Women Are Demanding Instead
It’s not enough to complain — many are asking for reform. Here’s what’s being pushed: - Diverse, authentic representation
Women want to see all bodies: all ages, shapes, colors, abilities. Not token inclusion,
but central images. - Stricter regulation & stronger oversight
The ASA needs teeth. Women want clear rules on retouching disclosures, banned “ideal
images,” and penalties for repeat offenders. - Media literacy education
Especially for young girls — teach how ads are made, how images are edited, what real
vs enhanced looks like. - Support for creators who do it right
Encourage brands that employ unedited, real models. Give them tax breaks, media
slots, promotion. - Mental health safety nets
Advertising bodies, social media platforms, and brands should partner with counselling
support, helplines, and warnings when content might harm. - Transparency from brands
Disclose what editing was done. Allow toggles — “see original vs retouched.” - Consumer power action
Boycotts, calling out harmful ads, requesting alternatives. Brands listen when their
bottom line is at stake
Why This Debate Resonates Deeply
Because appearance isn’t a surface issue. It connects to self-worth, mental health,
relationships, parenting, identity.
● For mothers, navigating postpartum bodies, hormonal changes, stretch marks — the
pressure to “bounce back” is real and constant.
● For couples, messaging around attractiveness, aging, and desirability is weaponised by
ads.
● For generational divides: older women may reflect, “when we were young, we knew
adverts were fake”, while younger women grow up steeped in augmented reality, filters,
and always-on comparison.
This debate ignites comments and heat because everyone has a personal stake. Touch a nerve,
people respond.
A Call to Action — What You Can Do
● Pause before you swipe — ask, “Is this ad realistic or manufactured?”
● Limit comparison loops — mute accounts that trigger you. Curate your feed.
● Call brands in public — comment, tag, email. Demand better.
● Support inclusive brands — let your purchases reflect your values.
● Share stories — vulnerability is powerful. When one woman posts her real scars,
curves, stretch marks, others feel relief, not shame.
Because real change begins in comments, in shares, in telling the truth behind the image.
Final Thoughts
So yes — nearly half of UK women aren’t lying when they say media is warping self-image. It
isn’t hypothetical or dramatized — it’s tangible, lived, heavy.
But every petition, every ad call-out, every share of an unedited photo becomes a crack in the
mirror. Over time, maybe we’ll tilt the reflection back toward reality
