The use of size 0 in advertisements and products of the clothing industry has been met with some media attention. For example, Dawn Porter, a reporter from the UK, who had been challenged to go on an extreme celebrity 'size zero' diet for a new BBC programme, Super Slim Me, logged her experiences about her journey to a size zero.
A study conducted in the UK found evidence that anorexia nervosa is a socially transmitted disease and exposure to skinny models may be a contributing factor in the cause of anorexia nervosa.
In July 2009, Katie Green won a competition to represent Wonderbra. They referred her to the Premier Model Management agency for representation. Green reported that "one of the guys from the PR agency from Wonderbra" insisted that she lose weight, that it wasn't normal for models to be a size 8. Unless I could drop down to that weight, they wouldn't be willing to get me more work." Green, who is 5 ft 11 in (1.80 m) tall and in May 2011 weighed 145 lb (64 kg), at first complied, but then rebelled and quit the agency.
She then, with Liberal Democrat MP Lembit Öpik, launched a campaign titled "Say No to Size Zero". They began a petition drive with the goal to put an end to size zero and underweight models on the catwalk or working in the fashion industry. They set a goal to obtain 20,000 signatures and plan to present it to the UK Prime Minister and Parliament. They are campaigning for legislation that would require regular health checkups for all models before undertaking any assignments.