By posting pictures of emaciated people to raise awareness, it is just reinforcing that stereotype so that the general public still have the idea that to be unwell the sufferer must be very thin and it makes sufferers feel that unless they look like that photo then they are not unwell enough to seek help.
You may only have thought acute conditions like anorexia, bulimia and binge eating were eating disorders. You'd be wrong. Constant, drastic dieting is not normal behaviour and many experts now consider it is one of the major factors contributing towards the obesity epidemic. A diet is really disordered eating.
A lot of my patients find eating in front of other people especially painful to do. Some need to know exactly what's in their food and drink and how many calories each piece of food has. But these are sensitive issues and the best you can do is to talk calmly and non-judgmentally to your friend or family member. It's not their fault, they are ill - many people think anorexia is a choice. It is not.
Victoria's Secret is not off the hook yet. They need to apologise for the damage that this ad has done, and pledge that they will not use such harmful marketing in the future. It is not enough to just silently change the words and move on as if nothing has happened. Until then, it's only a partial victory.