« Touched-up Photography »
In France, the law of January 26, 2016, imposes the obligation to affix the mention « photo retouched » or « touched-up photography » on the advertisements, in order to inform the public that the appearance of the model has been altered thanks to software.
A framing of photographs of retouched body images
The L.2133-2 article of the Code of the public health specifies « The photographs for commercial use of mannequins, defined in article L. 7123-2 of the Labor Code, whose body appearance has been modified by image processing software to refine or thicken the silhouette of mannequin must be accompanied by the words : « Photo retouched « . ».
This amendment aims at combat eating disorders such as anorexia, by framing retouched body image photographs. Thus, the addition of this mention allows inform the public that the photo has been retouched.
An obligation that does not affect all sectors of the audiovisual industry.
The obligation to affix this disclaimer is applicable to photographs for commercial use of mannequins inserted in advertising messages distributed in particular by advertising displays and in the media.
However, all media aren’t affected. Indeed, advertisement broadcasts on television are not subject to this obligation.
The mandatory characters of the mention
The mention « retouched photography » must be affixed « in an accessible, readable and clearly differentiated form in the advertising or promotional message« .
This display must also respect « the rules and practices of good practices defined by the profession, in particular by the professional regulatory authority for advertising ».
These obligations are similar to those for alcohol advertising.
Breach of obligation
This obligation will enter into force on October 1st, 2017.
Failure to comply with this obligation is punishable by a fine of 35,500 Euros, the amount of the fine may be increased to 30% of the expenditure on advertising.