Bruno Fagali is a highly sought-out-after Brazilian attorney. The lawyer has specialized in compliance, law, ethics, corruption law, electoral law, urban law, regulatory law, and administrative law. Bruno Fagali runs an advertising agency called FAGALI Advocacia and he’s on the executive board of the Brazilian Institute of Business Law and Ethics as an Ethics and Advertising Commissioner.
Fagali Advocacia’s official website recently shared an insightful article about new legislation targeting France’s advertising industry. As of 1st October 2017, advertisement agencies in France were implicitly required to declare whether the model images had been altered using software programs like Photoshop. The new legislation was designed to allay the widespread misconception of what real beauty entails.
Today, France has an average of 35,000 anorexics, most of them adolescents. It is argued that the rising cases, often fatal, of anorexia among the youth, are hugely motivated by the wish to have model-like shapes and figures.
Anorexia in France
The new ruling follows the 2016 move by the French authorities requiring models to undertake regular medical checks to evaluate their body mass indexes and general health. Models who skip the medical assessments, risk being fined up to 75,000 euros or, being imprisoned for up to 6 months. Advertisers who fail to comply with the October 1st directives stand to face fines of up to 30% of the total advertising cost or 37,500 euros.
Other nations that have also introduced tougher legislation on advertising agencies include Israel and Australia. In 2010, Brazil also proposed a bill seeking advertisers to put up a notice that the image has been retouched. These developments have, in turn, pushed the advertising industry to question the notion of ‘real beauty’. The days of associating beauty with thin models are fast disappearing. In fact, Ogilvy & Maher, a Canadian advertising firm, got recognized in the 2017’s Cannes GP awards for their out-of-the-box adverts that used plus-sized models.
About Bruno Fagali
Bruno Fagali is an alumnus of the Pontifical Catholic University of São Paulo. He attained his law degree in 2009. Starting 2010, the brilliant attorney, enrolled for his two-year-long Administrative Law degree at the same prestigious institution. In 2015, Bruno Fagali was studying for his master’s degree of progress in State Law at the same campus. The lawyer has also undertaken complimentary training in legal ethics compliance, parliamentary law, electoral law, and, in English.