“On a scale of 1-10, how good looking would you rate yourself? “
I’m asking for a friend.
Well, not a friend so much as for a Natural Confectionery Co., which put that very same question on the wrapper of its Smoothie Chew candy. (If you haven’t heard of this body-shaming candy, it’s understandable—it is sold generally in the New Zealand area.)
Ekant Veer, a Kiwi dad and professor who has written about body objectification, posted a photo of the candy wrapper on Reddit
with the question, “Am I overly sensitive or is this not cool?”
The consensus was “not cool.”
According to The Huffington Post
, Mondelez, the brand’s parent company, told Veer they would remove the offending question.
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The company’s director of corporate affairs issued this statement:
I can confirm that we had a question on the inside of the wrapper of a candy product, which was;
“On a scale of 1-10, how good looking would you rate yourself?”
This question had not passed the appropriate internal approvals and has subsequently been removed from production.
Mondelez International has strict protocols on the appropriate marketing standards and healthy body image and these protocols weren’t met in this instance.
The story doesn’t stop there. Veer still had to explain to his daughters that sometimes corporations get stuff wrong:
I responded by chatting to them at length about what beauty is (it's who you are on the inside, not how you look) and how important both of them are to me and their mummy. We discussed why the question isn't a great one for kids (kids should be enjoying themselves and not worrying about how they look) and that if they have any worries or more questions that they should come straight to us to chat. We finished by telling them we love them both.
For the record, I’d rate myself somewhere in the 5-6 region. And I’m quite satisfied. Got that, candy?