Health: Norway: Retouched ads must be flagged – Panorama

“Retouched person” and “advertisement” are in the notice of the Norwegian consumer protection authority – influencers and other advertisers must now explicitly indicate whether the appearance of people in advertisements has been changed. Photo: -/Directorate for Consumer Supervision/dpa


“Perfect” skin, wasp waist, bright white smile: What we see every day on the Internet often does not correspond to reality – it can make you sick. Norway is now opposing it.

Oslo – From now on, influencers and other advertisers in Norway must explicitly indicate whether the appearance of people in advertisements has been altered.

In the Scandinavian country, a change to the law took effect today, requiring retouched and otherwise manipulated appearances in paid ads to be accompanied by a circular uniform notice. These include body shape, size and skin, such as changes in face shape, wider shoulders and narrower hips.

The measure is intended to make consumers aware that people are not always shown in advertisements as they really look. Ultimately, it’s about showing less idealized bodies in advertising and thus protecting younger people in particular. “We are finally getting a strong measure against unhealthy body pressure, which children and young people are particularly exposed to,” said Norwegian Minister for Children and Family Affairs Kjersti Toppe.

The tagging obligation applies to all classic and social media, and specifically to influencers and other people who advertise online on the Internet and social media. Those who do not comply face a fine.

The notification should make up about seven percent of the image area and be placed in a clearly visible place in the upper left corner of the ad. Both those who created the advertisement and the advertisers who want to make money from it can be held responsible.



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