Yes. There are best practices. Dove actually has taken the lead as a corporate player and has come up with some really interesting advertising.
A magazine in Australia tried to implement that with regular-sized bodies, and their advertisers all pulled and they had to pull the magazine. Women loved it, girls loved it, it got tons of positive feedback, but the advertisers pulled their support from the magazine, so they went back to the regular ones.
But there are best practices, I agree, and we should identify them and encourage them.