Getty Images Bans Retouched Model Images

Getty Images Bans Retouched Model Images
SHARE
THIS



Getty Images will no longer accept creative images depicting models whose body shapes have been retouched to make them look thinner or larger.

This is an industry first and an important step for Getty Images and authentic visual representation globally; accurate, healthy depiction in advertising imagery has a direct correlation on fighting stereotypes, creating tolerance and empowering communities.

Spurred by a new law in France that requires clients who use commercial images in the region to disclose whether the body shape of the model has been retouched, Getty Images has amended its Creative Stills Submission Requirements globally to ensure that such retouched creative materials cannot be submitted.

For many years now, the Getty Images’ team has been tracking the evolving representation of women in imagery and seen a positive shift in customer choices (fuelled by consumer demand) toward those images which show more realistic and authentic representations of women. Search term “unfiltered” has gone up +219% over the past year, “authenticity” has increased 104% and “real life” up 99%.

This isn’t Getty’s first effort in this space either.

In January 2017 Getty Images and Refinery29 launched The No Apologies collection, expanding on the existing 67% Collection. The new library of images creates an opportunity for the media industry to evolve the conversation and action around accurately representing women’s bodies, diversity, and the experiences that women face in their everyday lives.

In February 2017 Getty Images celebrated the three year anniversary of the Getty Images Lean In Collection – a collection of realistic, authentic images of women and the communities who support them. The Collection is curated in partnership with Sheryl Sandberg’s LeanIn.Org.

In March 2017 Getty Images announced an exclusive content partnership with MuslimGirl.com that aims to tackle misrepresentation of Muslim women in the media and advertising. Together, they’ve created an offering of new, high quality images that authentically represent Muslim women in a fresh and contemporary light. MuslimGirl.com is the largest Muslim women’s online platform in the United States.

Also in March 2017 Getty Images announced a partnership with JLR to create perception changing imagery of women in science, technology, engineering 
and maths (STEM) careers. More people than ever are searching images of women in STEM careers, yet results are often outdated and don’t reflect today’s exciting and varied roles. This partnership aims to change that.

Please login with linkedin to comment

Getty Images

Latest News

Pooled Energy Appoints Magnum & Co And The Wired Agency
  • Advertising
  • Marketing

Pooled Energy Appoints Magnum & Co And The Wired Agency

Swimming pool electricity retailer Pooled Energy has appointed Magnum & Co and sister agency The Wired Agency to its roster, following a competitive pitch. Magnum & Co will handle Pooled Energy’s social media and PR, while The Wired Agency has been appointed to manage the company’s search and display advertising. Both agencies will collaborate with […]

Masculinity Roasted In Clever New Ad
  • Advertising
  • Campaigns

Masculinity Roasted In Clever New Ad

Think masculinity means drinking a case without chundering? Well, rediscover it (& possibly yourself) with this top ad.

by B&T Magazine

B&T Magazine
WPP AUNZ Partners With Career Trackers Indigenous Internship Program
  • Advertising

WPP AUNZ Partners With Career Trackers Indigenous Internship Program

Advertising and marketing network WPP AUNZ has joined the Career Trackers Indigenous Internship Program as part of its commitment to a diverse workforce, and the creation of opportunities that inspire excellence. As part of the program, WPP AUNZ has welcomed its first three interns: Abi-Leigh Dillon (WPP AUNZ), Amy Mccutcheon (MediaCom) and Jacinta Evans (Ogilvy), […]

Taboo Goes On A Hiring Spree
  • Advertising

Taboo Goes On A Hiring Spree

Taboo has gone a hiring spree. And when it comes to sprees, that's far better than a shooting one or a farting one.

M&C Saatchi Group’s 1440 Shuts Up Shop
  • Marketing

M&C Saatchi Group’s 1440 Shuts Up Shop

Sadly, M&C Saatchi's 1440 is no more. And chances of it being reborn as 1550 not looking much chop either.

by B&T Magazine

B&T Magazine
Luke Kelly Becomes A Partner At HBT
  • Advertising
  • Marketing
  • Technology

Luke Kelly Becomes A Partner At HBT

B&T's not sure what's with that twirly thing in the press photo, suffice to say a vortex to an alternate dimension?

Women In Media Profile: Alison Michalk
  • Media

Women In Media Profile: Alison Michalk

If B&T's Women in Media profiles were an animal they would be a gazelle or lioness, or even a lioness eating a gazelle.

by B&T Magazine

B&T Magazine
Grant Broadcasters Makes Several Changes To Senior Executive Team
  • Media

Grant Broadcasters Makes Several Changes To Senior Executive Team

Independent media company Grant Broadcasters has announced a number of changes to its executive ranks. Grant Cameron will move up to become non-executive chairman for the company, and Alison Cameron (pictured above) – currently the chief operating officer – will assume the CEO role. Dugald Cameron remains responsible for the family’s investment portfolio and is […]

Shopper Media Group Partners With Mist To Offer New Tech & AI-Driven Capabilities
  • Advertising
  • Media

Shopper Media Group Partners With Mist To Offer New Tech & AI-Driven Capabilities

Australian retail out-of-home (OOH) business Shopper Media Group (SMG) has announced a partnership with AI-powered wireless networks provider Mist. The partnership will see SMG offer new WiFi, analytics and location-based services across the company’s portfolio of Australian shopping centres. Mist currently provides WiFi and location services using virtual Bluetooth LE technology to businesses across all […]

Indy Agency This Is Flow Wins Cruiseco’s $5 Million Media Account
  • Advertising
  • Media

Indy Agency This Is Flow Wins Cruiseco’s $5 Million Media Account

Travel organisation Cruiseco has announced the appointment of Sydney independent agency This is Flow (TIF) to handle its $5 million media account. This is the first time Cruiseco has appointed an agency, having managed its communications internally. Cruiseco is the largest and broadest distributor of cruise products in the Southern Hemisphere. With a membership base […]

Women In Media Profile: Naomi Shepherd
  • Media

Women In Media Profile: Naomi Shepherd

Need a Monday morning pick-me-up? You could stand naked next to the office fridge or read these inspiring words.

by B&T Magazine

B&T Magazine
APN Outdoor Takes Off With Queenstown Airport Contract
  • Advertising
  • Media

APN Outdoor Takes Off With Queenstown Airport Contract

Out-of-home media business APN Outdoor has won the tender for New Zealand’s Queenstown Airport. As part of the new agreement, APN Outdoor has flagged extensive development plans for Queenstown Airport’s advertising assets. The new contract adds Queenstown Airport to APN Outdoor’s existing portfolio of Auckland and Christchurch Airports. The media company will hire a South […]