On 1 July this year, it was required to mark all types of advertising with retouched people. That is, photos where the size, shape or skin of the body has been changed after photography. The purpose of the law is to counteract body pressure and unrealistic ideals of beauty, especially for children and young people. In retrospect, several photographers have responded that the rules make it difficult for them to market their own business. The reason is that normal correction of brightness, contrast, shadow and temperature could trigger the obligation to label, because it leads to changes in the skin of photographed people. Professional photographers like to take their photos in raw format, a file format that needs to be post-processed. – The way the law was to be interpreted in the first place, all types of editing had to be marked and then you lose a bit of the point of the law itself, says Heidi Thon. She is the general manager of the Norwegian Association of Photographers and has had discussions with the Norwegian Consumer Protection Authority about the law. Heidi Thon of the Photographers’ Association says that together with the Norwegian Consumer Protection Agency they have found a solution that she believes everyone is happy with. Photo: Helene Nøkland Lund Make changes – What we have agreed is that we must now have the main focus on the topic, namely avoiding body pressure, says Acting Director of the Norwegian Consumer Protection Authority, Bente Øverli. She says there has been a lot of uncertainty around where the boundaries are for the post-processing of images and that it has taken the focus away from the main purpose of the law. – Then it was important to clarify so that the rule covers what is actually the intention of the law and not retouching which has no significance for body pressure, says Øverli. Now the rule has been changed so that post-processing of images and video will not trigger the obligation to mark if it does not entail body pressure. – Retouching which is not just a mere finishing process, but is created by changing the body, shape or skin, is affected by brand requirements, but not otherwise, says Øverli. Bente Øverli in the Norwegian Consumer Protection Authority says they have had clarifying and constructive talks with the Norwegian Photographers’ Association about how post-processing of images takes place. Photo: DAG JENSSEN / FORBRUKERTILSYNET Does not want to contribute to body pressure Thon in the Photographers’ Association is satisfied with the clarification, but emphasizes that the photographers are basically in favor of the law. – As an industry, we are very concerned that images and videos should not contribute to body pressure. Therefore, we are very satisfied that we can work within the law in that way, says Thon. She says the photographers themselves will be able to judge where the boundaries are. – They have the antenna up. They themselves know when they are moving into the area that is to be considered advertising that can exert body pressure. Then it will be up to the inspectorate to take those who step over the line, says Thon. She says the Norwegian Consumer Protection Agency has been attentive to the photographers’ needs to be able to exercise their profession. – Was never the intention Minister for Children and Families Kjersti Toppe (Sp) thinks it is good that changes are made to the rules. – It was never the intention that the law should affect the photographers who carried out post-processing in this way, says Toppe to news. Minister for Children and Families Kjersti Toppe (Sp) says the order to label retouched people in advertising is extremely important. Photo: PETER MYDSKE / STORTINGET She has followed the debate closely and understands that the photographers think the rules were too strict. She nevertheless emphasizes that the labeling mandate is important to prevent body pressure and that the purpose behind the law remains firm, even if changes are now being made. – What the photographers have experienced has little to do with it. Then it was important to clear it away, so that the law can work and be effective against its intended purpose, says Toppe.
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The Norwegian Consumer Protection Authority makes changes to the injunction on the labeling of retouched images – news Trøndelag
