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 More people than ever are searching images of women in STEM careers, yet results are often outdated and don’t reflect today’s exciting and varied roles.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.