Luke Evans, a GP-turned-MP for the Conservative Party, has presented a Bill in the House of Commons, which would require any advertisement that uses digitally altered images of models to be labelled as having done so.
The Bill is an attempt to protect young people from the pressure to achieve physically impossible bodies and faces – a pressure that puts a serious strain on their mental health.
Evans said of the Bill: “As a GP you get used to seeing young people with low self-esteem because they can’t make their bodies look like their role models on social media.
“The truth is no matter how much training they do they can’t look like them because their role models all too often have made their legs longer, their waists smaller and biceps bigger with digital image manipulation.
“We need honesty in advertising… We need advisory labels to let us know when an image has been altered because false images are having a real effect on the mental health of generations of young people.”
The NSPCC is in agreement that the images young people see in the media can cause a sense of unhappiness with their own bodies.
Last month, Girlguiding reported that 54% of girls have felt pressure to look different after seeing online adverts.
Stephen Woodford, the chief executive of the Advertising Association, commented: “Advertised claims – including visual ones that exaggerate the effect of a product’s capabilities to achieve unrealistic beauty outcomes – are prohibited.
“Guidance also warns advertisers and their agencies to be careful and sensitive when making use of post-production techniques to alter images.”