Since 2010, the Save the Children youth organization, Press, has distributed the Golden Barbie. The slogan for the award is that it is awarded to the actor who is “best at making young people feel the worst”, and is assessed based on the following criteria:
“The actor uses outdated gender roles, one-sided beauty ideals or unnecessary sexualisation to make money from his product”.
The three nominees for 2023, for which the public can vote, are:
“Ex On the Beach Norge”, the clothing chain Zara and the teeth whitening brand Prowhitening.
In previous years, the prize has been awarded to the clothing brand Brandy Melville, Sophie Elise AS and blogg.no
– No price we want
This year’s Ex On the Beach has received criticism from viewers, among other things, for being sexist and bullying.
Hanne McBride, director of communications at Warner Bros. Discovery, says MyFashion that they would have liked to have been apart of the Gullbarbie nomination.
Less body and more humor? that’s what Hanne McBride is asking herself after the Gullbarbie nomination. Photo: Discovery+
– The award the program has been nominated for so far is not an award we want. The work Press does is important, and we cheer for young people who speak out. Maybe we should use less body and more warmth in the marketing. Less boob and more humor?
– It could also help to show off the programme’s content better. We do not agree with all the premises that form the basis of the nomination, but if we create a new season, we will take the input from the Press on board.
McBride says it’s nothing new that popular culture is sexualized. She points out that the reality series has good viewing figures and also clicks well with other media houses.
The communications director does not necessarily think that critics have seen so much of “Ex On the Beach”, but rather got clips and headlines “without context”:
– They have seen the drama, but not the aftermath. The relationships, reflections and discussions surrounding the events in the series provide fertile ground for debate in the Ex-villa, but also outside the TV route, among young people and adults. It is valuable.
The other nominated companies, Zara and Prowhitening, have not yet responded MyModes repeated inquiries.
Requires political changes
Press leader Isaac Elstad Røssnes, says that MyFashion that it should not be their responsibility to clean up the industry’s marketing. The award is intended to shed light on problems related to body pressure and mental health.
– We cannot continue to make one company responsible at a time when major political changes are necessary. We demand that the Norwegian Consumer Protection Authority be given extended authority to crack down harder on harmful advertising aimed at children and young people. In the meantime, we will continue to choose who is the best and make young people feel the worst, says Elstad Røssnes.
On 1 July last year, a law was introduced that retouched people must be labeled in advertisements, which is enforced by the Norwegian Consumer Protection Authority.
Several influencers have praised the law, but not all were positive:
