UK equalities minister Lynne Featherstone and MP Jo Swinson proposed earlier that all altered images carry a mark which clearly shows the image is not natural. Recently, advertisements have been carefully observed for heavy airbrushing and potential sexual content and a number of brands have seen their ads banned by the Advertising Standards Authority (ASA) for these reasons. In addition, almost half of the polled have lost their trust in brands which rely on doctored images of women to sell their products.
The report, called Pretty as a Picture, points out that over three quarters of the women would rather see unaltered images in ads, while more than four in five claim that airbrushing in marketing is not acceptable. According to a new report from the Advertising Associaltion (AA) and research unit Credos, brands which use airbrushed photographs in their marketing campaigns might put off female consumers.
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