Boots, PureGym and Dove Stop Editing Influencer Campaigns

Dove, Boots and Barry M are among the brands that have promised to stop digitally changing the bodies and faces of influencers and models in their social media campaigns.

The promise is in response to the Body Image Act (formerly the Digitally Altered Body Image Act) and, if passed by Congress, would require advertisers and influencers to clearly label edited images they post on social media.

As the bill was debated in Congress, its author, MP Dr. Luke Evans met with brands and agencies to get a voluntary commitment to complete body editing.

Among the signings of the oath were boots. Chief Marketing Officer Pete Marky said drums recognize their “responsibility to increase body confidence and reflect a realistic and positive body image”.

Beauty retailers are already making similar promises when it comes to marketing ads, but they will now extend this to influencers as they sign on to this promise. “It’s especially important to engage our young audience in a positive and responsible way,” said Marky.

PureGym was another brand that signed the pledge. A fitness brand with an existing policy of not changing its image said the pledge reinforces “the commitment to collective honesty, transparency and inclusiveness in our marketing.” Stephen Rowe, Chief Marketing Officer at PureGym, added: [PureGym] We understand the importance of promoting a realistic body image that helps people of all fitness levels feel comfortable and inspired at the gym.

“By working together we can have a much bigger impact and help promote a responsible portrayal of body image throughout the fitness industry,” Rowe said, urging other brands to sign the pledge. .

The signatory undertakes to:

“We strive to accurately represent the body proportions of everyone in our direct advertising and promotional material.

“as [national/international organization/brand/charity] We’ve taken positive and proactive steps towards #RecogniseBodyImage by joining the Body Image Pledge suggested by Dr Luke Evans MP.

“To this end, we have committed not to digitally alter the proportions of body parts or shapes that appear in our brand image. Importantly, this also applies to our social media.”

Marks & Spencer, Next, and Unilever did not sign editorial pledges, but publicly declared support for Evans’ campaign.

The body image bill was brought to Congress for a second time after Evans’ first attempt failed.

Evans’ office told Drum that a second vote is unlikely to pass at this session ahead of Congress, which will adjourn in May, but will resubmit it for a third time.

Evans hopes the promises of major advertisers can push the bill forward in the next legislative session.

While the bill was passing Congress, Evans pleaded with the government to recognize body image in Online Harms Legislation, where social media platforms should regulate the space.

Evans said, “The government’s Online Harms Bill, which passes Parliament, is a real opportunity to recognize body image in UK law for the first time.”

This pledge follows Ogilvy UK’s prohibition from collaborating with influencers who edit or distort bodies and faces. Industry reaction to Ogilvy has been mixed, and some industry commentators believe the Body Image bill will be a more effective way to crack down on editing. For example, Christina Miller, UK social leader at VMLY&R, said the bill would still be an “effective solution” allowing freedom of expression and transparency.

Evans said, “In my role as a GP before I became a member of Congress, I saw firsthand the real, tangible, and dangerous effects of social media use on eating disorders and body confidence issues.” “I am asking people to support my campaign by signing an online petition and letting the government know about it.”

Drum surveyed both influencer marketing executives and influencers for their opinions on the Body Image Bill. The general feeling is a positive step, but there were questions about how to regulate it and concerns about harming the influencer’s own self-esteem. respect.


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