Getty Images, a stock photo agency based in America, has now banned pictures containing retouched subjects which will be effective starting on October 1, 2017.
According to an e-mail obtained by DPReview, Getty announced that they have modified their Creative Stills Submission Requirements to make sure that the contributors will not submit “any creative content depicting models whose body shapes have been retouched to make them look thinner or larger.”
The photo agency also clarified that minimal retouching, such as skin blemishes, hair color, or “nose shape” are still acceptable. Therefore, the policy only applies to body shape manipulation such as body weight.
Getty also said in a statement, “Our perceptions of what is possible are often shaped by what we see: Positive imagery can have direct impact on fighting stereotypes, creating tolerance, and empowering communities to feel represented in society.”
It is clearly good news that the new law aims to address physical health issues and beauty ideals.
This stipulation came out as a response to a new law in France that was enacted last December 2015 where they completely prohibit the use of unhealthily thin fashion models to stop promoting unattainable body standards. If a modeling agency fails to abide by the regulation, they will be charged with a fine of €75,000 ($82,000). The said law will also be enforced on October 1st like that by Getty Images.
It is very much understandable that photo retouching is a big deal in the fashion and entertainment industry and has been an essential part of today’s photography. However, it sometimes becomes a hindrance to accepting one’s image as it sets unrealistic beauty standards, especially to young girls.
Surprisingly, banning digitally altered photos doesn’t affect business sales. Instead, companies such as American Eagle’s lingerie brand, Aerie, reported that its sales soared 20% last year and 26% in the fourth quarter. It prohibited the use of retouched photos for advertising and has showcased a variety of body types with models like Barbie Ferreira, a 20-year-old plus-size model.
Celebrities like Lorde, Zendaya, and Lady Gaga have also criticized magazines for excessively retouching their photos— making them look unnatural. It is enlightening to see famous personalities take a stand against the unachievable criteria of today’s society and promote self-love and self-appreciation. We are hoping that famous companies and agencies are taking down notes and will soon do the same.
