Pro Infirmis examines complaint against Migros product advertising
People with dwarfism were depicted as elves in Migros Magazine. Pro Informis is now investigating a complaint of discrimination.
In a six-part series, Migros advertised products with people of small stature. The organization for the disabled, Pro Informis, now feels that they have been misused as a group. In an interview with the Sonntagszeitung, Mark Zumbühl, spokesman for Pro Informis, says that the company is now considering filing a complaint with the Commission for Fairness on the grounds of discrimination. The Association of People of Small stature in Switzerland (VKM) is of the opinion that the publication of the pictures is bad for the image. In the text, the dwarves are portrayed as beings who only work under supervision and are constantly grinning.
According to Hans Schneeberger, editor-in-chief of Migros Magazine, the editorial team was of the opinion that the pictures would spread Christmas spirit. This may have been a wrong decision. A repetition is not an issue.
Whether the case violates a principle of the commission must first be examined, according to the spokesman of the fairness commission Piero Schäfer.
According to Hans Schneeberger, editor-in-chief of Migros Magazine, the editorial team was of the opinion that the pictures would spread Christmas spirit. This may have been a wrong decision. A repetition is not an issue.
Whether the case violates a principle of the commission must first be examined, according to the spokesman of the fairness commission Piero Schäfer.
