The Tribune

What is false advertising? According to the dictionary, this is “any advertising or promotion” that misrepresents the nature, characteristics, qualities or geographic origin of goods, services or commercial activities.

So, what about Photoshop? Should it be considered false advertising, too? Most people will likely say ‘yes’, justifying their position by arguing that ‘Photo-shopped’ images are equivalent to false advertising because they make consumers believe the product being promoted will make them look and feel the same way as presented in the ad.

Should there be legal ramifications? It is no secret that advertisers and magazine editors use Photoshop extensively to make their models look thinner, sleeker and blemish free.

Certainly, the majority of images found in fashion and beauty magazines have been retouched. The retouching usually focuses on removing awkward-looking shadows, correcting skin discoloration, removing chubbiness or erasing blemishes. Consequently, children must be reminded that not everything seen or read is fact or genuine.

Photoshop use is becoming ever-more prevalent due to a growing number of easily accessible apps and social media sites, which focus solely on creating and displaying altered uploaded images by its users.

Retouching affects all types of advertising. Burger outlets attracted attention by answering people’s not-so-flattering questions about the food, and why burgers look so perfect in advertising.

It was revealed that Photoshop tricks were used to cover cracks in the bun and correct sagging cheese slices, which generally created unrealistic expectations of burger beauty.

The truth is that it is deceptive, when promoting commercial products, to use images that have been materially altered to change a person’s face and physical characteristics.

In 2008, researchers at the University of Wisconsin-Madison found that women who saw images of very thin actresses and models experienced a negative effect on their attitude towards their own body image.

Israel previously passed a law prohibiting advertisers from using models with a body mass index of 18.5 or less, and requiring a disclosure in ads where models had been Photo-shopped to look thinner.

Photo-shopped images have clearly become an industry standard, but are they creating unrealistic expectations? What is all the hype about? Campaigners would answer simply: Why not? Photoshop allows people to gain something they may not have. For instance, Photoshop allows people to lose pounds and “imperfections” that they have. Photoshop has the ability to influence viewers’ opinions through images accompanying news reports and gossip columns.

I read an article claiming an ‘age wrinkle-free’ serum ad featured a 68 year-old actress presenting live at an awards show. Tweets poured in about how young and natural she looked on stage. However, minutes later, they were followed by remarks from upset viewers about the heavily Photo-shopped, “filtered” product campaign.

Lobbyists in the US concerned argue ‘false advertising’ can have a negative effect on young people, and affect consumer finances. They strongly believe that it affects the self-esteem of millions, who are forced to compare themselves to unrealistic images of models and celebrities portrayed in ads.

This practice, particularly on social media, is a norm and is routinely and materially misrepresenting appearance, negatively influencing consumer purchasing decisions.

To this end, should advertisers be required to display a disclaimer or warning over their altered images or ads, and should better judgment be exercised? What do you think? Until we meet again, fill your life with memories as opposed to regrets. Enjoy life and stay on top of your game.

• NB: The columnist welcomes feedback at deedee21bastian@gmail.com

ABOUT THE COLUMNIST: Deidre Marie Bastian is a professionally trained graphic designer/marketing co-ordinator with qualifications of M.Sc., B.Sc., A.Sc. She has trained at institutions such as: Miami Lakes Technical Centre, Success Training College, College of the Bahamas, Nova South Eastern University, Learning Tree International, Langevine International and Synergy Bahamas.