Norway passes a law which acts in the advertising field. Influencers and companies will be forced to openly state which of the shared advertising photos or videos have retouched . Absolute novelty in the sector, which for some time has been the subject of fierce criticism, analysis and awareness campaigns.
Advertising in the time of social networks
Social media have long been accused of distorting reality and of contributing to spreading unreal beauty standards . The use of photo retouching in advertisements, also broadcast on various channels (television, street billboards, magazines, internet) is not a new practice. For some time the entire sector of communication and brand advertising has attracted serious criticism of iterated practices. The advent of social media has further exacerbated the situation. Facebook, Instagram and TikTok with their huge pool of users easily reachable with photo or video content have represented the perfect terrain for brands from the most varied sectors. A large part of a company's investments is now destined for internet or social advertising .
I photo retouching and filters on social networks and online
The visual character and the speed of use of all the contents present on social media often do not provide the time or material necessary for the explanation or deepening of a topic. Photos and videos that pass through the various Instagram, Facebook, TikTok etc. they must be fast and impactful at the same time. Due to the nature of the social networks mentioned, the beauty brands or that have to do with aesthetics have found the perfect ground to attract an ever-increasing audience.
Influencers compete to grab contracts and collaborations with brands and advertise various products in the most original way possible. In this sector it is the numbers that make the difference , so it becomes of primary importance to grab views and followers. How to do? Guarantee fast and effective results. Often, this means resorting to the magic wand of photo editing programs or, lately, to the much acclaimed Instagram filters .
The non-existent beauty canons
The “beauty” filters available to users on social networks are multiplying day after day and tend to increasingly extreme facial or body features. High and round cheekbones, narrow nose and of the right length, puffy lips, light eyes, narrow pelvis and hips in proportion, the canons of beauty are taken to the extreme and help to spread the idea that beauty passes exclusively through these characteristics. Despite various awareness campaigns carried out online, the situation did not show signs of changing. Until a few days ago, when Norway took the first step in the right direction.
The law in Norway on retouched photos
On 2 June, the Norwegian parliament approved a new law that is aimed at companies and influencers of social media. It will be illegal to share promotional photos on the net without specifying if the images have been retouched or if some filter has been previously applied. Any method that intervenes to change the color of the skin and the curves of the body must be indicated with a warning. This will be provided by the family ministry. The goal is to make social media a more real digital environment and fight the promotion and dissemination of non-existent ideals of beauty. The direct cause is represented by the low self-esteem of the new generations, main users of Instagram, Facebook, TikTok, etc., not to mention the spread of eating disorders such as bulimia or anorexia .
The favor of the network and local influencers
The news was received with approval by the network. Same situation in Norway, where influencers known as Kristin Gjelsvik (202 thousand followers) and Janka Polliani (185 thousand followers) have declared themselves in favor of this new law . It is hoped that this decision will soon expand and cover not only advertising images, but those of all sectors. The ultimate goal is that with the obligation to report filters or photo editing you totally discourage the use of these procedures. The law was passed by parliament but has not yet entered into force. The signature of the King of Norway Harald V is awaited for the official.
