Legislation against eating disorders?

Eating disorders such as anorexia disproportionately affect women (90% to 10%), so I consider the Italian government's decision to start a campaign against eating disorders as not just a health but very much a women's issue. The Associated Press published an article on March 25, posted on the San Francisco Chronicle's website, entitled Italy Starts Anti-Anorexia Campaign. The Italian Ministries of Health and Sports are reported to have invested around $1.5 million against the growing epidemic of anorexia and other eating disorders particularly known in this country where high fashion and image consciousness are so elevated. The program recognizes eating disorders as diseases, and will aim schools, dance instructors, swim and gymnastic coaches, and the media, providing guidelines for magazines, television, radio and Internet.  Somewhere I'm glad to see that the media is being held accountable for its contribution to the portrayal of a certain beauty ideal; on the other hand, though, I wonder how effective this campaign will really be. As one user commented on Feministing.com, "it does irk me though how much blame is put on the nameless and faceless 'media.' " The media responds to what sells; in other words, consumers influence the media in this respect as much, if not more so, than the media influences consumers. Are we placing too much responsibility on reporters/editors/photographers and not enough on our own actions?