Credos’ newest report – Picture of Health? – shines the spotlight on boys’ body confidence – an issue that affects young men as well as women.

This report focuses on the way male models are portrayed in advertising and the media – particularly, whether boys are aware of digitally enhanced imagery and whether this impacts their behaviour.



We surveyed 1,005 boys from primary and secondary schools around the country to explore their attitudes towards advertising and body image, and conducted focus groups of boys aged 8 to 18 and with teachers, youth leaders and parents to understand the roots, effects and solutions to boys body confidence.



Picture of Health? is the latest in a series of reports on representation in advertising by Credos, and follows 2011’s Pretty as a Picture (on the effect of airbrushing in ads on women and young girls) and The Whole Picture? on ethnic diversity in advertising.

You can find the full report below.



body image credos picture of health