Grzybczyk Katarzyna, Advertisements distorting the image of the human body: A new challenge for the Polish legislator

The culture of the 21^st century is frequently referred to as ‘fit culture’ , which means taking care for one’s health, following the right diet, engaging in physical activity, taking supplements, but also a special way of spending time as well as a specific lifestyle. Regretfully, although this trend appears to be praiseworthy, all of the activities listed above have been distorted ever since their marketing potential was discovered. Consequently, a healthy lifestyle does not necessarily mean living at peace with nature, one’s physiology, or in keeping with one’s own circumstances. Instead, it means fitting in with a certain model, as created by the media and the clothing, pharmaceutical, or food and beverage, etc. industries. It appears that it is no longer about being healthy, but rather about looking healthy and young, even if test results actually show a wasted or exhausted body.

Added to this should be the hitherto unknown culture of exhibitionism or digital narcissism , which...