The use of technology in new media has affected the lives of young teenager’s self esteem gravely. Liberal Democrat MPs warn advertisers which use altered images, particularly in promotional material aimed at young girls such as movie posters, puts unnecessary pressure on teens. The media’s focus on appearance has gotten out of hand. I believe young teens would positively benefit from new rules that force advertisers to reveal how much their images have been airbrushed in each advertisement.
The Advertising Standards Agency opposes these claims saying it would be hard to control the extent of airbrushing. “All ads are altered or enhanced, whether it’s food that has steam added at a later date to lighting techniques to airbrushing,” a spokeswoman said. The Independent just published results from a report by Girlguiding UK which found that a shocking 95% of women between the ages 16 and 21 want to change their bodies in some way. This research comes during a push in the UK and France for advertisements portraying perfect-looking models to have clear labeling stating that the images have been airbrushed and retouched.
The movement in the UK is lead by Jo Swinson, a Liberal Democrat in the Parliament, who talked to The Independent up on hearing the Girlguiding UK results. “This report highlights the worrying number of teenage girls who are going on extreme diets or even considering cosmetic surgery because they are unhappy with the way they look,” she told the paper. Swinson went on to explain her theory that unrealistic advertisements are compelling girls’ dissatisfaction with their own bodies. “Girls shouldn’t constantly feel the need to measure up to a very narrow range of digitally manipulated images,” she said. “Airbrushing means that adverts now contain completely unattainable images that no-one can live up to in real life.” So, are pictures of super-skinny airbrushed models to blame for these results or is being dissatisfied with your looks and body a natural part of growing up?
Following in the footsteps of Liberal Democrats in the UK, a group of 50 power-wielding politicians in France are also aiming to clearly label all photographs that have been retouched, according to WWD. The proposed French law would require all advertising, press, political campaign, photography and packaging images to be marked with some kind of warning if they are anything but the natural image. These are some possible examples of how the warnings may appear: “This woman is actually larger than she appears,” “We took away some laugh lines,” “That’s not her real head.” Similar to the UK campaign, the French politicians say that the heavy use of airbrushing and retouching creates unattainable and unrealistic photos that can result in warped body images among young women and cause eating disorders, reports the site.
One specific example of how airbrushing greatly affects young women today is the now infamous Ralph Lauren Blue Label advertisement. Filippa Hamilton was the model who was airbrushed to the point of emaciation in the Ralph Lauren advertisement. Filippa claims she was fired from the fashion company for “being too fat”. This advertisement morphs the naturally beautiful and healthy model into a creepy distortion of what the fashion industry deems perfection. Images, such as the one below can cause great damage to young, impressionable teens.

The misuse of new technology like the ability to airbrush already near perfect models has dangerous potentials in the lives of teenager’s self esteem. Promotional materials, especially in the fashion industry, put unrealistic ideas of how young women should look. Although I realize a complete ban on airbrushing images is not a realistic goal with today’s ever-changing technology, there needs to be an understanding in how much work is done to each model to make them look like the perfect beings they are portraying on the covers of magazines. I believe the self esteem of young teens would positively benefit from a set of standards that regulate how much advertisers edit their images, or in the least, reveal how significantly their images have been airbrushed.