• Switzerland edition
 
H&M bikini ads spark Swiss cancer concerns

H&M bikini ads spark Swiss cancer concerns

Published: 09 May 2012 12:05 GMT+02:00
Updated: 09 May 2012 10:53 GMT+02:00

Swiss cancer experts have slammed Swedish retail giant H&M's new swimwear campaign for its alleged glorification of super-tanned bodies.

The adverts – which portray brightly coloured swimwear on a heavily tanned model – have caused consternation in a number of quarters across Switzerland.

“I find this advertising very alarming and borderline,” Dr. Ralph Braun, from the Early Skin Cancer Centre at Zurich University Hospital, told online news site 20 Minuten. 

“Many people, especially the young, will try to emulate this and will try to be just as brown, although with some skin types it is just not possible," Braun said.

Switzerland has the highest rate of skin cancer across Europe and awareness campaigners are furious.

“This completely contradicts our advertising efforts,” Swiss Cancer League spokeswoman Cornelia Egli told the website.

Former Miss Switzerland Amanda Ammann, who has previously suffered from skin cancer, also laments the use of the adverts.

“I think it's a shame, because such advertising gives the wrong impression. People will try to imitate this unrealistic ideal,” she told 20 Minuten.

H&M have defended the campaign by saying that they had chosen a model with darker skin in order to best show the strong colours on sale this season. Isabeli Fontana, the model featured in the controversial campaign is, they point out, from Brazil, and has naturally dark skin.

However, other pictures featuring the model show that her skin tone is nowhere near as deep as the colour portrayed in the latest H&M campaign, 20 Minuten reports.

Lyssandra Sears (news@thelocal.ch)

Don't miss...X
Left Right

Your comments about this article

2012-05-23 13:04:20 by smeghead
Only stupid people would think lets get a tan like that, when i was young i had a tan like that, living in a hot climate. still here not dead yet from skin cancer, time to stop being a nanny let people do what they like to them selves.
Today's headlines
Swiss chocolate maker Lindt buys US firm
Lindt & Sprüngli factory in the canton of Zurich. Photo: Roland Fischer

Swiss chocolate maker Lindt buys US firm

Swiss chocolatier Lindt & Sprüngli on Monday confirmed it is buying US company Russell Stover, famed for its boxed chocolates. READ  

Plan to hire Sherpas for Matterhorn trail thwarted
Zermatt was counting on the expertise of Sherpas to rebuild a trail to the base of the Matterhorn. Photo: AFP

Plan to hire Sherpas for Matterhorn trail thwarted

Federal officials are thwarting a bid by the mountain resort town of Zermatt to hire 10 Sherpas from Nepal to rebuild a trail to a hut below the Matterhorn, according to a media report. READ  

Swiss woman dies from 'fall' in Italian Alps
View of the Senales valley from the Gelato pass. Photo: Suedtirolerland.it

Swiss woman dies from 'fall' in Italian Alps

A 29-year-old Swiss woman holidaying in northern Italy died from an apparent fall while mountain hiking in the Alto Adige region, Italian rescue officials said on Sunday. READ  

One dead after Swiss landslide causes carnage
Damage from a landslide in eastern Switzerland in 2012. Photo:Graubünden Police/ AFP/File

One dead after Swiss landslide causes carnage

An 82-year-old woman was found dead in a Swiss stream on Sunday, police said, as heavy rain and landslides halted train and road traffic near the city of Bern, the capital. READ  

US family files lawsuit over Swiss balloon crash
Photo: Switzerland Tourism

US family files lawsuit over Swiss balloon crash

The family of an American man who died in a hot-air balloon accident in the canton of Fribourg last summer has filed a lawsuit in the US seeking $53.8 million in damages. READ  

Jewellery thief caught after four-year con
Photo: Newsbie Pix

Jewellery thief caught after four-year con

A man who has been swindling jewellery stores in Switzerland for at least four years has finally been arrested, according to a media report. READ  

Zurich world's fifth most costly city for expats
Zurich is considered more pricey than Geneva and Bern. Photo: Russ Bowling

Zurich world's fifth most costly city for expats

Zurich is now a more expensive place for expats to live than Geneva, according to an annual survey which ranks Switzerland's largest city as the fifth most costly place to live in the world. READ  

Brain project directors hit back at research critics
Photo: Human Brain Project

Brain project directors hit back at research critics

Directors of the Human Brain Project (HBP), the Swiss-run €1.2 billion research programme that aims to simulate the human brain, have responded to criticism from participating scientists who have threatened to boycott the project. READ  

'Supercomplicated' watch set for Geneva auction
The 81-year-old Swiss watch has an estimated value of $16 million. Photo: Sotheby's

'Supercomplicated' watch set for Geneva auction

Timekeeping aficionados set their alarms on Thursday, when auction house Sotheby's announced that the "Holy Grail" of watches will be up for sale in Geneva this autumn. READ  

Pregnant refugee who lost baby 'mistreated'
The family were ordered to return to Domodossola. Photo: Phil Richards

Pregnant refugee who lost baby 'mistreated'

Swiss authorities are being investigated for the alleged mistreatment of a pregnant Syrian refugee passing through Switzerland whose baby was subsequently stillborn. READ  

RECEIVE OUR NEWSLETTER AND ALERTS
Tech
European scientists threaten boycott of Swiss-led human brain project
Culture
Montreux Jazz Festival debuts live internet streaming of concerts
Features
Tour of Bern’s historic fountains tells story of Switzerland's capital
National
Swiss media lament football team's 'cruel' and 'bitter' defeat
International
The Local expands its reach with the launch of new website in Denmark
Sport
Jubilant press hails hat-trick hero Shaqiri as 'Swiss Messi'
National
New website study reveals inequality in Swiss disposable income
Travel
Switzerland’s largest ski area 4-Vallées breaks up over lift dispute
National
VIDEO: Zurich Zoo launches contest to name newborn baby elephant
Business & Money
CEO-to-worker pay gap grows at biggest Swiss firms: union study
Culture
VIDEO: Swiss performance artist plans naked stroll at Art Basel
National
Zurich's new rail line and underground station open 'without a hitch'
Sport
Formula One legend Schumacher faces life as invalid: Swiss specialist
National
Swiss university researchers dissect what's up with WhatsApp messages
National
Switzerland's first all-boys boarding school since 1970 set to open
National
Google most desirable employer in Switzerland: student survey
Sport
'Fifa should be booted from Switzerland': scandals take their toll
Society
Culled from Twitter: 15 of the best 'Only in Switzerland' moments
National
Geneva court jails Guatemalan police chief for life over seven murders
National
Swiss army cannot refuse recruits with fascist ideas: federal court
National
Swiss police warn football fans over limits to World Cup celebrations
National
Zurich Zoo opens new home for elephants — with places to swim
National
Real estate firm that laid 'golden egg' hotel in Davos goes bust
Latest news from The Local in Austria

More news from Austria at thelocal.at

Latest news from The Local in Germany

More news from Germany at thelocal.de

Latest news from The Local in Denmark

More news from Denmark at thelocal.dk

Latest news from The Local in Spain

More news from Spain at thelocal.es

Latest news from The Local in France

More news from France at thelocal.fr

Latest news from The Local in Italy

More news from Italy at thelocal.it

Latest news from The Local in Norway

More news from Norway at thelocal.no

Latest news from The Local in Sweden

More news from Sweden at thelocal.se

2,060
jobs available