Release type: Media Release


Minister calls for industry action on body image


The Hon Kate Ellis MP
Minister for Early Childhood Education, Child Care and Youth

Minister for Youth Kate Ellis has announced Australian Government support for a Voluntary Industry Code of Conduct on Body Image (see attached).

The Code of Conduct was developed by the National Advisory Group on Body Image and provides a list of best practice principles to guide professionals in the media, advertising and fashion industries about body image.

“Today I am calling on industry professionals to move beyond the ‘business as usual’ approach and take real action to promote positive body image,” Ms Ellis said.

“I am asking industry to embrace this Code and to work in partnership with Government and the community to integrate the goals of the Code into their business practices”.

In support of the Code, the Australian Government will be establishing a new Body Image Friendly awards scheme.

Awards will be given to industry organisations who can demonstrate meaningful and ongoing integration of the principles in the Code into their ongoing business.

Significantly, organisations who are recognised with these awards will earn the right to carry the ‘Body Image Friendly’ symbol (see attached). Winners will be able to utilise this symbol in their marketing and promotion.

"“This symbol builds on the momentum for changes that already exists in the fashion, media and beauty industries. It has great potential to become a point of differentiation for products being sold in the market,” Ms Ellis said.

"The symbol will be a marketing tool which acts as a signal to consumers that a particular product or brand stands for positive action on body image”.

Criteria for these awards will be based on the Code and will be developed in consultation with industry and health experts over the coming months.

An expert panel will be established to judge the awards and will include representatives from the health sector, industry and youth representatives.

The judging panel will be chaired by the Chair of the Body Image Advisory Group, online blogger and columnist and former Cosmopolitan editor Mia Freedman.

The Australian Government is providing $500,000 to support a series of body image initiatives.

For further information including a statement outlining the Government’s body image initiatives and a copy of the Voluntary Industry Code of Conduct, visit