The ADgenda: this week's most offensive advert

Fat binder tablets.

With the waistband of Britain tightening as obesity statistics grow, it’s
only understandable that adverts quietly confront us with solutions to
shrink our shameful stomachs. It’s nicer than being told off by news
articles! But, when the news lectures us about children wider than they are
tall and our imminent deaths at the hands of the Big Mac, the underlying
message is, above all, health (and maybe Britain not being picked last in
the PE class of the world). XLS Medical’s advert for their fat binder
tablets remarkably omits all possible health benefits for whatever the
cartoon science says their product does.

Of course, health isn’t their main selling point. Why would it be? It’s not
as if the name of their brand features the word “medical”, a word pointing
directly towards health in all possible uses. Marching under this universal
“medical” flag, it must be difficult to segregate your market so harshly,
but they manage it. This advert’s target is so fixed on women it’s like an
insecurity-seeking missile. The central figure, our heroine, laments at
gaining weight until she doesn’t feel like herself anymore. The images
accompanying this claim are indeed shocking deviations from being oneself:
she happily holds a baby and eats a sandwich at her desk. But the straw
that breaks the camel’s back is when she struggles to zip up her
tightly-squeezing clothes – and the penny drops. The only reason XLS
Medical would ever expect anyone to buy this is because of insecurity about
their image – insecurity which their adverts help to create.

Are men not in need of help with dieting? Or is it expected that,
since they don’t wear red dresses like on the Special K box, they’ll just
do the Manly Thing and keep drinking their beer-bellies gargantuan, sucking
in their gut when a pretty lady walks by? Targeting diet products at women
is not just perpetuating a worn-out ad stereotype like women as homemakers
or sex objects; it’s stretching the gender gap beyond repair. When men
barely get tutted for being an above-average size, women are so fervidly
encouraged to look like models that some can end up starving themselves.
And defining beauty under “medical”? Maybe the advertising world just holds
different definitions to the real world: New Medical Special K: now more
effective in keeping you presentable!

 

XLS Medical’s advert. Photograph: youtube.com
Photo: Getty
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Unite stewards urge members to back Owen Smith

In a letter to Unite members, the officials have called for a vote for the longshot candidate.

29 Unite officials have broken ranks and thrown their weight behind Owen Smith’s longshot bid for the Labour leadership in an open letter to their members.

The officials serve as stewards, conveners and negotiators in Britain’s aerospace and shipbuilding industries, and are believed in part to be driven by Jeremy Corbyn’s longstanding opposition to the nuclear deterrent and defence spending more generally.

In the letter to Unite members, who are believed to have been signed up in large numbers to vote in the Labour leadership race, the stewards highlight Smith’s support for extra funding in the NHS and his vision for an industrial strategy.

Corbyn was endorsed by Unite, Labour's largest affliated union and the largest trades union in the country, following votes by Unite's ruling executive committee and policy conference. 

Although few expect the intervention to have a decisive role in the Labour leadership, regarded as a formality for Corbyn, the opposition of Unite workers in these industries may prove significant in Len McCluskey’s bid to be re-elected as general secretary of Unite.

 

The full letter is below:

Britain needs a Labour Government to defend jobs, industry and skills and to promote strong trade unions. As convenors and shop stewards in the manufacturing, defence, aerospace and energy sectors we believe that Owen Smith is the best candidate to lead the Labour Party in opposition and in government.

Owen has made clear his support for the industries we work in. He has spelt out his vision for an industrial strategy which supports great British businesses: investing in infrastructure, research and development, skills and training. He has set out ways to back British industry with new procurement rules to protect jobs and contracts from being outsourced to the lowest bidder. He has demanded a seat at the table during the Brexit negotiations to defend trade union and workers’ rights. Defending manufacturing jobs threatened by Brexit must be at the forefront of the negotiations. He has called for the final deal to be put to the British people via a second referendum or at a general election.

But Owen has also talked about the issues which affect our families and our communities. Investing £60 billion extra over 5 years in the NHS funded through new taxes on the wealthiest. Building 300,000 new homes a year over 5 years, half of which should be social housing. Investing in Sure Start schemes by scrapping the charitable status of private schools. That’s why we are backing Owen.

The Labour Party is at a crossroads. We cannot ignore reality – we need to be radical but we also need to be credible – capable of winning the support of the British people. We need an effective Opposition and we need a Labour Government to put policies into practice that will defend our members’ and their families’ interests. That’s why we are backing Owen.

Steve Hibbert, Convenor Rolls Royce, Derby
Howard Turner, Senior Steward, Walter Frank & Sons Limited
Danny Coleman, Branch Secretary, GE Aviation, Wales
Karl Daly, Deputy Convenor, Rolls Royce, Derby
Nigel Stott, Convenor, BASSA, British Airways
John Brough, Works Convenor, Rolls Royce, Barnoldswick
John Bennett, Site Convenor, Babcock Marine, Devonport, Plymouth
Kevin Langford, Mechanical Convenor, Babcock, Devonport, Plymouth
John McAllister, Convenor, Vector Aerospace Helicopter Services
Garry Andrews, Works Convenor, Rolls Royce, Sunderland
Steve Froggatt, Deputy Convenor, Rolls Royce, Derby
Jim McGivern, Convenor, Rolls Royce, Derby
Alan Bird, Chairman & Senior Rep, Rolls Royce, Derby
Raymond Duguid, Convenor, Babcock, Rosyth
Steve Duke, Senior Staff Rep, Rolls Royce, Barnoldswick
Paul Welsh, Works Convenor, Brush Electrical Machines, Loughborough
Bob Holmes, Manual Convenor, BAE Systems, Warton, Lancs
Simon Hemmings, Staff Convenor, Rolls Royce, Derby
Mick Forbes, Works Convenor, GKN, Birmingham
Ian Bestwick, Chief Negotiator, Rolls Royce Submarines, Derby
Mark Barron, Senior Staff Rep, Pallion, Sunderland
Ian Hodgkison, Chief Negotiator, PCO, Rolls Royce
Joe O’Gorman, Convenor, BAE Systems, Maritime Services, Portsmouth
Azza Samms, Manual Workers Convenor, BAE Systems Submarines, Barrow
Dave Thompson, Staff Convenor, BAE Systems Submarines, Barrow
Tim Griffiths, Convenor, BAE Systems Submarines, Barrow
Paul Blake, Convenor, Princess Yachts, Plymouth
Steve Jones, Convenor, Rolls Royce, Bristol
Colin Gosling, Senior Rep, Siemens Traffic Solutions, Poole

Stephen Bush is special correspondent at the New Statesman. He usually writes about politics.