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June 27, 2011
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The AMA Takes A Strong Stance Against Retouching Campaigns


Over the last few years debates concerning the rise in retouching has never been too far from the headlines. Ralph Lauren most notably made headlines back in 2009 for the dramatic photoshopping of model Filippa Hamilton in their ad campaign leading to the designer quickly apologising for the blunder. Despite the mass public criticism of the brand over-retouching of campaigns is increasingly becoming the norm, which has led to the American Medical Association to take a strong stance on the issue.


Last week Jezebel revealed that they have initiated a policy aiming to prevent advertisers making such dramatic alterations to models bodies "especially among impressionable children and adolescents." At their annual meeting they made it clear that they intend to "encourage advertising associations to work with public and private sector organizations concerned with child and adolescent health to develop guidelines for advertisements, especially those appearing in teen-oriented publications, that would discourage the altering of photographs in a manner that could promote unrealistic expectations of appropriate body image." They made it clear that the only solution is to "stop exposing impressionable children and teenagers to advertisements portraying models with body types only attainable with the help of photo editing software."

The announcement from the organisation came during the same week that Coco Rocha took to her blog to criticise the trend. In the post she revealed that her upcoming campaign with Canadian retailer Jacobs will be published in accordance with their new "no retouching policy."

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