In Norway, the government has passed a law that social media influencers and advertisers now have to label photos that have been retouched. This includes ads where someone’s shape, size or skin has been altered. They will have to include a label designed by the Norwegian Ministry of Children and Family Affairs.
This retouch includes slimmed waistlines, enlarged lips and exaggerated muscles. This law also includes influencers and celebrities who post images on social media platforms like Instagram, Facebook, TikTok, Snapchat and Twitter, from which they “receive any payment or other benefit”.
The law states that violators are subject to fines and possibly imprisonment.
According to a Vice report, the move comes amidst continued public debate in Norway surrounding “kroppspress” (literally “body pressure”), which very roughly translates to beauty standards.
In its proposal to the Norwegian parliament, the Ministry of Children and Family cites studies that found what it calls “body pressure,” or beauty standards, to be pervasive and a contributing factor to low self-esteem in young people.
“Body pressure is present in the workplace, in the public space, in the home, and in various media, etc,” the Ministry of Children and Family writes in the proposed amendments sent to the Norwegian parliament. “Body pressure is always there, often imperceptibly, and is difficult to combat. A requirement for retouched or otherwise manipulated advertising to be marked is one measure against body pressure.”
“The measure will hopefully make a useful and significant contribution to curbing the negative impact that such advertising has, especially on children and young people,” the ministry added.
The ministry however conceded that the requirement could be difficult to enforce because it’s not always easy to determine if a photo has been edited. It also noted that an unintended consequence of the law could be that influencers feel more pressure to undergo cosmetic surgery “in order to live up to beauty ideals.”
The new regulations were passed as an amendment to the nation’s Marketing Act via a landslide 72 to 15 vote on June 2. The King of Norway will later decide when it will go into effect.
Photo by Mateus Campos Felipe on Unsplash
