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An Australian advertisers’ group wants to curb portrayals of ‘unrealistic or unattainable’ shapes. But critics fear the new code will have limited impact

They are hard to escape – images of impossibly thin women and overly muscular men appear constantly on our TV screens, magazine pages and social media feeds.

Now an Australian advertisers’ group has brought out new guidelines to exclude “unrealistic or unattainable” body images in advertising. But questions remain as to whether it will make a difference – and whether it goes far enough.

Related: Starvation diets, obsessive training and no plus-size models: Victoria’s Secret sells a dangerous fantasy

Related: The Victoria's Secret backlash: how athleisure-inspired bras have seen off the sexy look

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