Small Steps – retailers begin to ban Photoshop

31a4334b134ca13897502734d510699f

This year has seen significant steps in reducing the false expectations of beauty we see in the media and marketing, something which I am very passionate about.

With so many retailers and brands under pressure to ban Photoshop, or at least reduce their use of it, in August this year, Modcloth became the first retailer to sign a pledge which promises not to use Photoshop. And when it does, it will add a label to the image making consumers aware that airbrushing has been at play. The bill is part of the Truth in Advertising Act, which aims to present a more realistic view of beauty and body image to women young and old in an increasingly critical and aesthetic society.

Debenhams also made progress this year by vowing not to airbrush their lingerie and swimwear models, as it emerged that girls as young as 11 and 12 were unhappy with their bodies and taking action to lose weight. Now campaigners (including myself) are hoping that other retailers will realise that each and every one of them has a moral obligation to ban airbrushing.

Founder of the bill, ex-advertising exec Seth Matlins  (who features in my last post about Dove Beauty), hopes the bill will be adopted by more and more brands once they see that consumers embrace it wholeheartedly, instead of peddling harmful false representations of ‘beautiful’ women.

‘Please be a part of the solution and a hero. Please consider that you are responsible for the side-effects of how you sell as surely as you are for what you sell,’ he says in a message to advertisers.

It’s heart-breaking for me that the rate of eating disorders, body dysmorphia, depression and self-harm cases are increasing year on year, and at younger and younger ages. The future for our children looks bleak if we don’t take action and change society’s view of beauty and the perception of ‘beautiful’. We also need to lessen the emphasis on appearance and encourage our younger people to focus on the things that really matter in life.

I can’t wait to see what progress next year holds for this bill, and look forward to seeing change soon.

Read Seth Matlin’s blog, Feel More Better, here.

Signature

FacebookTwitterShare