Photoshop Fail

Things have rapidly progressed since MySpace, where a grainy image or the most recent musical discovery was about as personalised as your profile got (apart from the coded animated backgrounds of course). But now, technology has propelled to a level where reality has become grainy in itself, affecting the mental health of thousands globally.

Norway has recently passed legislation requiring influencers and content creators to disclose whether the images they upload have been retouched or a filter has been applied. The purpose of the legislation is to address ‘body pressure in society’ and will come into effect once directed by the current King of Norway, Harald V (I also learned that yes, there is a King of Norway).

Fitness influencer Tammy Hembrow - what she posts on Instagram (left) versus how she appears in real life (right).

Fitness influencer Tammy Hembrow - what she posts on Instagram (left) versus how she appears in real life (right). Source: Daily Mail

The changes have occurred after mounting pressure from youth advocacy groups and Norway’s Ministry of Children and Family Affairs, following alarming concerns surrounding body image, mental health and low self-esteem among the Norwegian youth. The legal proposal was prompted following reports that approximately 700, 000 children and young people are suffering mental health issues that require treatment in a country that has a population of just under 5.4 million. The alarming statistic was addressed in the legal change; ‘body pressure is pointed out as one of the most important reasons why many young people struggle mentally. Young people are exposed to a massive pressure to look good through advertising and social media, and the models that are shown are often digitally retouched. This exposes young people to an ideal of beauty that is impossible to achieve.' 

With anorexia being the third most common cause of death among young girls in Norway, the changes hope to have an impact where the legislation will require sponsored or advertising posts that contain a body shape, size or skin tone that has been altered through photo manipulation to be marked with a label as dictated by the Norwegian Ministry of Children and Family Affairs. Failure to comply will result in fines and the possibility of imprisonment in extreme circumstances. 

Khloe Kardashian has been accused of several Photoshop Fails.

Khloe Kardashian has been accused of several Photoshop Fails. Source: Yahoo

The changes to Norway’s 2009 Marketing Act will apply to social media influencers, celebrities and other users that receive a benefit or payment relating to a specific post on Facebook, Instagram, Snapchat, TikTok or Twtiter. Examples of manipulation to images include enlarged lips, emphasised muscles and narrowed waists, where it remains unclear if this includes changes to brightness, image exposure, etc. Despite the awkwardly grey area of whether an image does appear altered, it has raised some concern that influencers may resort to cosmetic surgery to achieve that filtered look without being penalised. However, it is not Norway’s intention to stamp out altered photos but to address the body image concerns it is causing among its youth. 

Although it can be blatantly obvious when an image has been altered, it poses the question as to what is classified as digitally altered. Will it affect the wedding photography industry? The beauty industry? What if you’re genuinely having a bad skin day?

The reality is, Norway has made a powerful statement however it may not solve the problem at hand. The BBC reported the majority of children under 18 in a survey relating to social media found images “extremely influential” on their body image, and alarmingly only 5% admitted they would not consider dieting or undertaking surgery to alter their appearance.

Norwegian influencer Eirin Kristiansen.

Norwegian influencer Eirin Kristiansen. Source: BBC

So although many Norwegian influencers have welcomed the change due to worry surrounding the impact on body image among users, many including 26-year-old influencer Eirin Kristiansen believes that “it seems like more of a shortcut to fix a problem that won’t really do any improvement. Another badge on advertiser’s photos won’t change how young girls and boys truly feel.”