House Bill Takes Aim At Excessive Photoshopping In Advertisements

(KPIX 5) -- It's no secret – the models featured in ads and magazine pages often don't look that good in real life thanks to digital alteration, commonly known as photoshopping after the popular photo editing software.

Now, a San Francisco-based company is trying to make those models look more real by throwing its support behind federal legislation that aims to rein-in excessive altering of photos used in ads.

Last year, vintage clothing-seller Modcloth signed a pledge promising not to change things like the shape, size and proportion of people in its ads. This year, it's campaigning for the Truth In Advertising Act, a measure also known as the Anti-Photoshopping Bill. The measure, sponsored by Rep. Lois Capps (D-Santa Barbara) and others, would direct the Federal Trade Commission to determine how much image alteration is too much, and tasks the agency with coming up with guidelines for advertisers.

Lauren Whitehouse of Modcloth said photoshopped ads that show perfect faces and bodies are not only deceptive, but harmful. "When women and young girls see these ads, they believe that's how they should look," Whitehouse told KPIX 5 ConsumerWatch.

She said removing a stray hair or getting rid of a clothing wrinkle are OK, but says advertisers who "materially" change body features by elongating models necks or cinching their waists are going too far. "Women need to see themselves and feel comfortable when they see an advertisement," Whitehouse said.

But determining rules and guidelines for photoshopping could be tricky, according to advertising agency owner Dan Stokes. "It's going to be very hard to draw the line, what is too much?" Stokes said.

The Truth in Advertising Act was introduced in February. It is currently in the House Subcommittee on Commerce, Manufacturing and Trade.

The FTC already requires ads be truthful. But the agency has not historically gone after clothing and cosmetic companies for deceptive advertising.