The New York Times reports on an effort from U.K. and French lawmakers to curb retouches in ads that seems to be increasingly rampant nowadays. The initiative, led by Parliament member Jo Swinson of the Liberal Democratic Party, calls for disclaimers to be posted with ads containing digitally altered photos of models and is aimed at providing a confidence booster of sorts for young ladies.
“When teenagers and women look at these pictures in magazines, they end up feeling unhappy with themselves,” Swinson tells the NYT. Along with the disclaimer proposal, the Parliament member hopes to ban altogether the altered images in ads aimed at those under 16.
Joining the cause as well is Valerie Boyer, a lawmaker from French president Nicolas Sarkozy’s party whose own bill goes one step further and could warrant fines for violators to the tune 37,500 euros ($55,000)–or 50% of the cost of an ad according to the NYT. In fact, Sarkozy’s own bulging waist was tweaked to his benefit in Paris Match magazine two years back says the Times.
The post-pregnancy image above of Jessica Alba for a Campaign campaign is a recent example of this issue, with the actress’s figure reduced a tad resulting in criticism for the booze brand.