Random web hit claims 89% of American women are unhappy with their weight[0]
[0] https://www.msn.com/en-us/health/wellness/89-percent-of-amer...
The amazing part is that it works: humans are capable to believe two contradicting things at the same time.
The fat acceptance movement in the 2000s changed how we advertise.
Or look at MLB players. They're all Chubby Mc Chubster!
In Japan - we wouldn't dream of putting fat people in ads!
Compare advertisement vs the Japanese "fat ban".
Couldn't possibly have anything to do with its aging population (median age closing in on age 50). Related discussion: https://news.ycombinator.com/item?id=37878558