A Spanish body confidence ad was published in July 2022. The ad was called “summer is ours too” and was created by the Women’s Institute. Body confidence is a massive factor for many women, especially in summer and the pressure of the perfect ‘beach body’ or to be summer ready. This ad was trying to break that stigma and show off five different theoretical figures to try and include everyone. While these five figures were meant to be imagined with no models, three different UK models have found their resemblance in the image.
The issue behind using a model looks for inspiration without their consent is that models get paid for their looks. Doing this behind their back is essentially not paying them for their job. However, the main issue with this ad was not that they had used UK models as inspiration but that they copied their faces near to identical and yet they edited the bodies. While editing someone’s body without permission is wrong, what Mapache (the illustrator) did was even worse. The ladies she used had different uniquenesses about their bodies that she chose to ignore/change.
Nyome Nicholas Williams
Nyome Nicholas Williams was the first model to complain about the ad. While her image wasn’t docked, it showed an unmistakable resemblance to her, of which they did not ask permission. She stated that the only way she found out about the ad was from one of her followers who sent it to her. This proves how alike the image is, as people immediately assumed it was her in the picture and it was an ad she was a part of.
Sian Green-Lord
Sian Green-Lord was the second model to complain about using her image in the ad. The image they used was a recent picture she posted on Instagram. They copied her in the same position and changed the design on her swimsuit. They also didn’t include the fact she has a prosthetic leg.
“Its one thing using my image without my permission, but it’s another thing editing my body, my body with my prosthetic leg… I don’t even know what to say but its beyond wrong”
While using someone’s picture or likeness without their permission is wrong, the fact the ad is all about being excepted and body positivity and removing the prosthetic leg gives off the opposite impression.
Juliet Fitzpatrick
Juliet Fitzpatrick was the third and final person to complain about their likeness to the ad. Just like the removal of the prosthetic leg, what they did to Fitzpatrick was also morally wrong. She is a cancer survivor known for being very open about her two mastectomies. Since having her breasts removed, she has done a lot of campaigning, bringing more awareness and support to those who have to have theirs removed. However, in the ad, the lookalike character only had one breast removed. Rightfully she was very upset that they felt the need to give her one breast rather than showing her body for how it is now.
“I’m cross that they’ve used my image without asking because all the work that I’ve done in other campaigns has been so watertight on permissions. For this to be used and chopped up, is just not acceptable”
Like all the other models, they are used to getting paid to model; it is their job. So for someone to take their image and use it without their permission and without paying them is extremely wrong.
