The Norwegian parliament wants to combat the beauty craze online and has now passed a law to this end. From the summer of 2022, influencers will have to label edited photos on social networks.
The beauty craze on the web is omnipresent. Even movements such as body positivity or the body indifference inspired by Sophie Passmann have not yet changed this.
Just a few weeks ago, Hollywood star Kate Winslet spoke out against retouched photos. “I think we more mature women are responsible for the younger ones,” the actress told T-online.de.
The 45-year-old even goes so far as to contractually protect herself against photo editing. For her, it’s important to be “real and honest” for the younger generation, because they need “strong role models.
Social networks convey false ideals
Norway is now enacting legislation to protect children and young people in particular. After all, the edited images in advertising and social networks put many under pressure and create a distorted ideal of beauty.
At the same time, many users are completely unaware that most pictures of perfect bodies and flawless skin have been edited afterwards or put in perspective by physical and photographic tricks.
This is impressively demonstrated, for example, by a photo taken by Düsseldorf-based influencer Natalie Stommel.
A law against the beauty craze should provide relief
Norway has therefore passed a law to this effect. The cabinet in Oslo has decided that from the summer of 2022, such photos must be marked accordingly in Norway. This applies to both influencers and the advertising industry.
The regulation therefore always applies if, for example, pimples disappear by magic after a photo shoot, the stomach is tightened or muscles are added.
“We want children and young people to accept each other as they are in the future,” Family Minister Kjell Ingolf Ropstadt told Bild.
Fine for violation
However, holistic editing does not fall under the labeling obligation. So if a picture is subsequently brightened overall or the sharpness is readjusted, this does not have to be displayed.
To ensure compliance with the new law, the Norwegian Ministry of Family Affairs plans to design a logo for labeling purposes. Compliance with the new regulation will then be monitored by the consumer protection department, which will impose fines in the event of violations.