Getty Images is the latest company to shun the world of photoshop mania.
In a refreshing move, the stock photo giant has announced plans to ban any pictures of models that have been retouched “to make them look thinner or larger.”
The company revealed this week in an email to contributors that, effective October 1, it will require “that you do not submit to us any creative content depicting models whose body shapes have been retouched to make them look thinner or larger.”
Getty is the largest stock photo agency in the world and the pics in question are routinely used by the media and creative agencies around the globe.
The policy change follows a new French law requiring all magazines to indicate which commercial photos of models have been photoshopped by using the label “retouched photography.” Publications face a $56,340 fine if they fail to do so.
Under a 2015 law, France placed a ban on the use of dangerously thin models. Earlier this month, two major French fashion companies, Kering and LVMH, joined forces to ban size zero models and girls under the age of 16 from representing their labels.
Getty’s new regulations are for all creative content, not just in France.
In the email, Getty explained that “other changes made to models like a change of hair color, nose shape, retouching of skin or blemishes, etc., are outside the scope of this new law and are therefore still acceptable.”
“As a leader in visual communications, Getty Images upholds the responsibility to ensure accurate and authentic visual representation,” a spokesperson told publications.
“Our perceptions of what is possible are often shaped by what we see: positive imagery can have a direct impact on fighting stereotypes, creating tolerance and empowering communities to feel represented in society.
“That’s why over the last several years, Getty Images has made a concerted effort to change the way women and other marginalized communities are represented in media and advertising.”