Self-perception and mental health are affected by our relationship with our image. Advertising and social media have implemented image and video editing technologies that create unattainable beauty standards. However, there is a global standstill in government regulation of companies to mitigate the effects of these new technologies.
One of the pioneering countries in creating federal legislative initiatives is Norway. Since 2022, advertising must use a label whenever there has been any retouching or manipulation of the image, specifically of ‘body shape, size, or skin.’ The purpose of this rule is to ‘combat body image pressure in society, which can be attributed to idealized people in advertising,’ according to the Norwegian Consumer Authority.
Retouching label
As requirements, the label must cover approximately 7% of the image surface, contrast with the background, and be placed in the upper left corner unless there is another mandatory label in that area. Additionally, in the case of videos, the label must be displayed throughout the duration of the audiovisual content.
“The purpose of labeling retouched or manipulated ads is to make consumers, particularly children and young people, aware that the people depicted in those ads do not represent reality,” the Norwegian authority stated on its official website.
Although the law was created specifically for advertising, it also applies to other media. Newspapers, magazines, television, social media, and internet pages must also apply the official label if they reproduce promotional or advertising materials.
Leading the way in regulating image retouching
This is not the first time Norway has been ahead in regulating retouched images or videos. In 2021, a law came into force in the Nordic country that prohibits influencers from publishing a modified photograph without saying so. However, the law only restricts publications that are paid promotions.
The law promoted by the Norwegian Consumer Authority only applies to the modification of images or videos when it comes to the shape and size of the body, as well as the skin. Therefore, if the color of another part other than the skin is changed, it is not mandatory to use the retouching label.
Although this only applies in the Scandinavian nation, this regulation of retouched images could be replicated in Latin America. Mexico, Argentina, and Brazil, among other countries in the region, still do not have federal legislation that protects consumers from these types of modifications in advertising. Such changes could lead to changes in international marketing and also in our relationship with the general perception of beauty standards.