The “Velform Mini Waist” is said to help women get “that sexy, tiny waist, so small you’ll be everyone’s envy”. Today the Advertising Standards Authority, ASA which regulates all advertising in the UK, has ruled that the waist trainer “encouraged unhealthy body perceptions”. As they found that “it was irresponsible to imply that a very small waist should be aspired to and that all women should aim for that figure.” Read more below.
Manufacturers of the product, Chromotion got criticized for “implying that all women should aspire to a certain figure”. Despite this, the waist trainer product is still very much in demand and available to buy all over the internet. Although the English-language version of the advert has been removed from YouTube, you can view the German version below.
ASA banned this ad stated that “We considered it was irresponsible to imply that a very small waist should be aspired to and that all women should aim for that figure,” said the ASA. “We were concerned that in some shots the women were shown compressing their waists to appear extremely small and that, particularly in the context of the aforementioned claims, this added to the impression that women should aspire to very small waists. Overall, we concluded that the ad encouraged unhealthy body perceptions and was therefore irresponsible.”