Cottesloe billboard sparks controversy over sun-damaged model promoting skincare products
A controversial billboard in Cottesloe has ignited a debate about the portrayal of sun damage in advertising. The large-scale advertisement, featuring a young woman with a sun-kissed glow and stark white lines, has been criticized for promoting a harmful image of excessive sun exposure. The model's tanned skin and the product's claim of being an 'after-sun solution' have raised concerns about encouraging unsafe tanning practices.
The Cancer Council WA's Sally Blane warns that such imagery may entice teens to engage in risky tanning behaviors, potentially leading to skin damage and an increased risk of cancer. This criticism is part of a broader campaign against the tan line trend on social media, where influencers showcase sunburnt skin to display bikini lines. Blane emphasizes the need to reverse this harmful culture and educate the public about the dangers of tanning.
Etto, the skincare company behind the ad, defended their choice of model and message. Chief Andrea Horwood explained that the product is designed for those who have already experienced sunburn, and the warning about sun exposure is clear. She argues that the ad is not endorsing harmful behavior but rather providing a solution for a common problem in Australia's harsh climate. Horwood also highlighted her previous work with Invisible Zinc, emphasizing the importance of sun protection.
Despite the company's response, the controversy continues. Local resident Jean, a mother of girls, expressed disappointment in the billboard's message, especially given the high rates of skin cancer in Australia. She believes that the advertising industry should find more ethical ways to promote products, especially those related to sun protection. The debate raises questions about the responsibility of advertisers in promoting healthy behaviors and the potential impact on vulnerable audiences.
