New Bill Hopes To Drastically Reduce Photoshopping

Two lawmakers are waging war on photoshop by sponsoring a new bill termed the 'Truth In Advertising Act'


by Stevie Martin |
Published on

Two US law-makers are co-sponsoring a bill that aims to drastically reduce photoshopping – as well as changing the advertising industry’s approach to it.

Focusing on the toxic, misleading images we all know and (don’t) love, Ileana Ros-Lehtinen and Lois Capps aim to pass the ‘Truth In Advertising Act’, which would make it compulsory for the Federal Trade Commission to report on any ‘material change [in] the physical characterstics of the faces and bodies of the individuals depicted’.

They also hope to ensure that a set of standardised procedures and rules are put in place, working alongside health and business experts, to make sure that ridiculously sized waists and faces that look like cartoons are no longer the norm.

‘Just as with cigarette ads in the past, fashion ads portray a twisted, ideal image for young women,’ said Louis Caps early this month. ‘And they’re vulnerable. As sales go up, body image and confidence drops.’

The bill isn’t quite at Obama-level yet, and there’s a lot of opposition from the sort of people who think photoshopping is totally fine and really healthy for people – especially young kids – to ogle at all day.

‘The use of cosmetics and photoshop are widespread practices,’ Dan Jaffe of the Association of National Advertisers explained to Time magazine. ‘It can’t just be photoshopping that they go after, it would have to be tied to something specific. Are you going to say that whenever someone photoshops, it’s a per se violation? I think that would be going too far.’

OK Dan, but she did specify fashion ads and, let’s be honest, it’s not some crazy coincidence that, as photoshopping – and the amount of advertising we’re exposed to – has increased, our collective self esteem has plummeted.

As for the bill? Watch this space: it’ll be interesting to see how far they get...

Follow Stevie Martin on Twitter: @5tevieM

Pictures: Lukasz Wierzbowski

This article originally appeared on The Debrief.

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