«Just recently, a new law in Norway makes it illegal for advertisers and social media influencers to share retouched promotional photos online when not disclosed. The amendment requires disclosures for edits made after the image was taken and before, such as Snapchat and Instagram filters that modify one's appearance. According to
Vice, examples of edits that people who are being paid for pictures are required to label include "enlarged lips, narrowed waists, and exaggerated muscles," among other things
[1].» Can we predict if it will be a norm in other countries too in the future?
I remember when in the early 2000s, photo retouching was a graphic designer affair. It was an investment only companies and professionals could afford. The task has then become easier for everyone with the help of Artificial Intelligence. Thanks to Nvidia and several other Big Tech companies, retouching pictures is now so easy, diffused and socially accepted that people do not even question whether it is truly beneficial or not. Like many others, it is a free service, why not use it?
In a consensus-based network society, where drawing attention is crucial and being interesting is valuable, individuals (not only influencers) have strong incentives in editing their images: the market is thriving.
Of course, being the practice so diffused and accepted, it should also be quite normal to expect photo-retouched images from others. But it seems not the case. It has been shown how the unrealistic beauty standards imposed by social media have a negative influence on users' self-esteem.
Consequences are eating disorders, mental health issues, and suicidal thoughts among the young
[2].
The trade-off is manifestly part of the broader "social dilemma": there is misalignment between the interests of the group and the incentives of individuals.
That is why, in my opinion, Norway is just leading the march, many other institutions must (and probably will) take action on the issue. The UK has already moved, Europe will most likely follow.
My suggestion: if you advertise your work and use retouched human images, don't wait for a regulation that imposes you to declare it. Everybody knows, get an edge on your competitors by choosing to be an ethical company or professional. It is a small step but it can mean a lot for the next generations.
- AI Ethics segment by Martina Todaro
