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"The issue with adverts showing very small or very big models is the context and the provocation. We know people with eating disorders seek out images of very thin people as 'thinspiration'. But if anyone sees a picture of a bigger person they're not going to drive to buy 10 McDonald's to try to get fatter."

Those who absorb political news should be mindful of sifting for truth from spin or disinformation, and the same applies for consuming images and other messages about wellness, “thinspiration” and that “ideal thin standard of feminine beauty.”

Instead, it’s Adele is a “thinspiration”.

The star, who turns 50 next month, gives daily thinspiration tips while streaming her fitness workouts on her Instagram.

It was Austen’s rebuttal to a body fad sweeping the fashionable circles of her day, the Regency equivalent of thinspiration, which glorified the same sickly-thin shapes strutting across many runways and magazines today.