ModCloth Vows Transparency On Photoshopping Its Models

This week, the retro fashion shopping site ModCloth made a public commitment to transparency in the media by signing a pledge let customers know if they Photoshop their models.

The Heroes Pledge for Advertisers, which is a campaign of the Brave Girls Alliance, asks companies to commit to informing users if they tangibly alter a model’s appearance in any way, reading:

Recognizing the part we can play in protecting children from the effects of “photoshopped” ads, we/I sign the Truth in Advertising Heroes Pledge agreeing:

1. To do our best not to change the shape, size, proportion, color and/or remove/enhance the physical features, of the people in our ads in post-production.

2. That if we do materially change* the people in our ad(s), we will add a “Truth In Advertising” label to these ads to ensure consumers, in particular children and teens, do not confuse an advertising “ideal” with what’s real. (Specific Label Language and Size Requirements TBD.)

3. Not to run these ads in media where children under 13 might see them.

* Material change means only changes to a person’s shape, size, proportion, color, removal and/or enhancement of individual features. If you want to photoshop a blue sky bluer; clean up a fly-away hair; fix a dog’s smile…have at it; because no harm results.

ModCloth is already a shopping site with lots of plus-size options (going up to 4X) and the use many plus-size models for their clothes. Signing the “truth in advertising” pledge is another excellent steps towards portraying more realistic ways that all women can be beautiful.

And it’s a trend that seems to be catching on across the media: Last year, Debenhams, a European department store, vowed to stop Photoshopping their lingerie models; the year before that, Seventeen magazine promised to stop airbrushing models, too. Make Up For Ever even did a campaign where the models had no Photoshop. There have been so many egregious examples in recent years of models being made skinnier, even losing body parts in the process — Ann Taylor and Victoria’s Secret, for instance — that it’s great to see a company which is popular with young, impressionable women taking a stand. One can only hope that bigger companies follow suit.

[Heroes Pledge For Advertisers via Brave Girls Alliance]
[Huffington Post]

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[Image via ModCloth.com]