Perceptions of fairness: a comparative critique of the use of lifestyle advertising in the promotion of skin lightening products

The popularity and prevalence of the practice of skin lightening in South Asian communities is widespread and the ideas behind the practice are deep-rooted. Skin lightening products are promoted using lifestyle advertising and this technique attracts and makes the product more relatable to its target audience. The trend to use skin lightening products and the advertisements promoting them have branched out into Canada as well, however, few consumers realize the harm that is brought on by purchasing and using the skin lightening products that are available in today's market. The framework surrounding the regulation of skin lightening products in Canada is inadequate and there are several gaps that need to be filled in order to better protect consumers. Like skin lightening products, tobacco products were also widely promoted using lifestyle advertising. In addition, the consumption and use of tobacco products also presents significant risks to consumers. Yet, tobacco regulation in Canada has undergone a major overhaul to address some of the same types of gaps that were initially found during its inception. Therefore, given the similarities in the methods of promotion coupled with the potential harm caused to consumers, this paper makes a case for similar frameworks to be put in place to regulate both types of products.