I haven't had the opportunity to watch the video in the OP, but I did read the
article about it (from the same site), which has made me a lot more skeptical about this ban than when I first read about it. Apparently, the ban "requires that agencies tell their audience if they've digitally altered pictures to make models look thinner." I was under the impression that most people were already aware of Photoshop being used to touch up advertisements; furthermore, fine print at the corner of a full-page magazine ad isn't going to indicate which parts of the model were touched up and how. And what about the photos that are digitally edited to remove blemishes (or kneecaps) and the like, which don't appear to fall under this ban in its current wording? I don't see this part of this law accomplishing much, unless the article's author has omitted certain details regarding its regulation.
Furthermore, this law "has no criminal consequences" and will be "enforced only through civil litigation." I'm not too familiar with Israel's court system, but I find it difficult to believe that an anorexic girl would be able to sue an advertiser for placing out an ad that influenced her to lose excessive amounts of weight.
All this, and as has been mentioned before, BMI isn't a completely accurate determinate of a healthy body type.
That being said, I also don't think that it's philosophically right to discriminate against a certain model of beauty, as this ban is doing. In the same vein, I don't necessarily agree that it's right for media to promote a specific model of beauty as superior to all others; however, it sells and is therefore pretty much unavoidable. Thus, I believe the conception of beauty promoted by the media might as well be any healthy one. It's not ideal, but on principle, it's no better or worse than promoting unhealthier models of body type. I see this ban as an attempt at doing just that, albeit a flawed one.
I am interested if anyone can offer a better alternative to this ban that either promotes the diversity of different body types as "beautiful" or promotes all healthy body types as "beautiful."
Dove's Campaign for Real Beauty comes to mind as a similar attempt to promote "natural beauty," but it definitely had
flaws as well. Ignoring its weaknesses, one advantage this ban has over such campaigns, in terms of effectiveness, is its scope, a country compared to a single agency.