News: Norway Definition of Retouched Pictures

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against unrealistic beauty ideals wants to proceed by having to mark retouched images in advertising. According to criticism, the law is now softened: details have overshadowed the purpose.

  Norwegen entschärft Kennzeichnung von retuschierten Bildern © Mike Kemp / in Pictures / Getty Images

The labeling obligation for retouched advertising in Norway is slightly changed after photographers criticized them. Relocated images and videos on which the skin has been changed, no longer would have to be identified - provided that this processing does not result in "body pressure", the Norwegian consumer protection authority said after a meeting with the country's photographer association on of its website .

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had a change in the law in Norway that influencers and other advertising creators have to explicitly mark if the appearance of people in advertisements has been changed. Since then, retouched and otherwise manipulated appearances in paid displays have to be provided with a circular uniform note. This includes the body shape, size and skin, for example changes in the face shape, wider shoulders and narrower hips.

Law applies to classical and social media

The measure applies to classical and social media. Ultimately, it should ensure that less idealized bodies are shown in the advertising and, in particular, younger people do not develop unrealistic ideals of beauty. However, professional photographers had criticized that they were extremely severely restricted in their work.

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"We see that we were too detailed in our guidelines," admitted Bente øverli head of the agency. As a result, the main purpose of the rules has not been clearly expressed - namely that changed images put pressure on people that their body should look different than he looks.

also in Germany there are debates about a similar model: According to a conference of the Equal Opportunities Minister, Hamburg's senator Katharina Fegebank (Greens), for example, called for a legal regulation for labeling for retouched advertising images and the use of beauty filters.

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