Recently, H&M’s recent campaign is causing an outrage (what isn’t these days?), this time from doctors. Why? The super tanned look is a dangereous image to portray to people. Also, they refer to people with such an addiction as “tanorexic”.

Dr. Ralph Braun, a dermatologist and professor at University Hospital Zürich, told 20 Minuten, “I find this very alarming.” If Isabeli’s skin is the standard for tan, says Braun, then we’re in trouble:

“Many people, especially young, will [try] to emulate this and will try to be just as brown, even though their [skin] type is not possible.”

Amanda Ammann, a former Miss Switzerland and sufferer of skin cancer, also told 20 Minuten, “I think it’s a shame, because such advertising conveys a wrong impression.”

What do you think, is there a reasonable cause to be upset? Take a look at the pictures and decide for yourself.

(Source: The Huffington Post)