A mother of a four-year-old girl has called on waist trainer advertisements to be banned during children’s programs after her daughter turned to her and asked to have one to ‘cover her tummy’.

Daily Mail reports Jessica Phillips, from Victoria, was watching cartoon movie Monsters Vs Aliens with her daughter, Annabelle, on Sunday when an ad for the Genie Hourglass popped up at 8.15pm. Ms Phillips said she was shocked when Annabelle asked her mother to get her one.


‘My four-year-old decided she wanted to wear one to [kindergarten the next day],’ Ms Phillips said.

‘She does not understand what this contraption is, but noticed enough during the advertisement to want one “to cover her tummy”. This is horrifying.’

Ms Phillips told her daughter she did not need a waist trainer and she was beautiful just the way she was now.

‘I told her “No you don’t… you don’t need those things to look nice. You’re fine as you are,” she told Daily Mail Australia.

Ms Phillips has started up a change.org petition calling on the Australian Association of National Advertising to disallow the ad to be shown during children’s programs.

‘It is completely inappropriate for young children to be subjected to a product that is clearly aimed at adults,’ she said.

‘People can do what they want. It’s just it was a cartoon movie on a channel for younger children. It was on 9GO!, which has programs predominately for children.’

Similar products to the Genie Hourglass waist trainer are endorsed by the likes of the Kardashians and model Amber Rose.

A waist trainer is a corset-like piece of shapewear that is meant to reduce the size of a person’s torso.

Since it was started six days ago, the petition has garnered almost 1000 signatures.

Do you agree with the petition to ban? What other ads would you like to see banned during kids TV timeslots?

Share your comments below.

We may get commissions for purchases made using links in this post. Learn more.
  • Totally agree! Signed, sealed, and delivered! Thanks for sharing!


  • I find the ad placement inappropriate also. I’ve got no problem with the product itself, some people would love it – but not for general viewing by kids. I have a teenager struggling with body issues because of comments at school, and she has a lovely figure. Self esteem has a huge impact on our lives.


  • How ridiculous to show these ads during kids’ programs. Ridiculous contraptions in any case. No wonder girls and women battle with body image. Sick society we live in :(


  • I think that it is probably targeting the parents – but shouldn’t be on a kids network.


  • Then you see the petition page is full of comment’s saying to this mum, why is your kid still up at 8:15pm lol they way they are having a go at her you would think this kid was still up at 3 in the morning! :o


  • It’s either clever marketing targeting the audience of “out of shape” mothers or just poorly thought through scheduling by the station


  • How rediculous to put that on a kids channel.


  • I have not seen the ad on TV, do not watch much commercial TV.


  • I don’t think these contraptions should be sold full stop. Why would you want to deform yourself with one of these things anyway. And to advertise these during a children’s film definitely not right.


  • I definetly agree. Children particular girls already have so much pressure about body image.


  • I think that these ads should not be aired during any childrens programming no matter what time of day the program is aired.


  • And this is a big reason why my kids watch DVDs, not TV.


  • I agree these ads should be banned during children’s tv programs.


  • There are a lot of things advertised during childrens’ programs that never should be. A relative of mine contacted a TV channel after her 4 year old had been watching a childrens program and saw an ad. for condons. She asked her where she had heard at word and Miss 4 replied on ……….(the name of the kids TV show.) It was even embarrassing for her Mum as she waited until they were out in the car sitting at traffic lights with the windows down and there was a Police Car next to them with its windows down. She knows the officer in the pasenger seat heard it becuase of the expression on his face. She got around the question by replying that she would explain later. They were on their way to the childrens’ Grandma so the Mum waited until they were out of hearing range and quickly warned their Grandma about it. Thankfully Grandma wasn’t asked. She was brought up the “old” school way and would have found that embarrassing. I don’t know if Miss 4 asked the question after the weekend or not. No doubt there has been plenty of unsuitable ads played during child veiwing programs.


  • Such a great campaign by this mother! I also have a gripe with radio ads – why are they allowed to promote Adult Shop ads during prime children’ s listening times? Utterly inappropriate!


Post a comment
Like Facebook page

LIKE MoM on Facebook

Please enter your comment below
Would you like to include a photo?
No picture uploaded yet.
Please wait to see your image preview here before hitting the submit button.
Your MoM account

Lost your password?

Enter your email and a password below to post your comment and join MoM:

You May Like


Looks like this may be blocked by your browser or content filtering.

↥ Back to top

Thanks For Your Star Rating!

Would you like to add a written rating or just a star rating?

Write A Rating Just A Star Rating