The Norwegian government has passed new legislation that makes it illegal for advertisers, celebrities, and online influencers not to acknowledge or label photos that have been manipulated or retouched.
It is hoped that the enforcement of a standardized label will create more clarity about where a body image has been altered or enhanced. The legislation applies to advertisers as well as celebrities and influencers and includes anyone who receives payment or other benefits from social media posts and images.
The new law is part of a concerted effort by Norwegian authorities to push back against body dysmorphia and comes at a time when Norway is amid a social conversation surrounding the concept of 'kroppspress,' which literally translates to "body pressure," and its impact on the mental health of young people.
Body pressure is always there, often imperceptibly, and is difficult to combat. The measure will hopefully make a useful and significant contribution to curbing the negative impact that such advertising has, especially on children and young people.
Spokesperson, Norwegian Ministry of Children and Family Affairs
Unrealistic beauty standards have been cited as a major issue, especially for young people who are becoming more invested in an increasingly commercialized social media landscape where 'perfect' body types are seen as the benchmark for beauty and commercial success.
Body image can become a huge issue for some social media users who are aiming at unachievable goals based on constructed and enhanced images. We think this latest move will help those people by letting them know when an image has been altered so a degree of realistic comparison and healthy perspective can be achieved.
Dan Raisbeck, Co-founder, The Cybersmile Foundation
The move has been seen as a step in the right direction by Norway's online influencer community, which supports the idea of pushing back against unrealistic body expectations and hopes that it will bring a fresh sense of reality regarding unattainable or false beauty perceptions. Norwegian influencer Annijor Jørgensen commented, "Filters are something that should be fun, something you can laugh at, or be allowed to have a realistic butterfly on your face. Not to create a false beauty ideal."
With the increasing use of manipulated imagery on social media and its associated risks to mental health, Norway is taking a proactive approach to ensure the safety of its citizens online, which could encourage other countries to do the same.