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

AFR Remya Ramesh head of digital experience at Coles for BOSS Young Executive of the Year  Wednesday 16th June 2021 Photo by Eamon Gallagher
  • Media

AFR BOSS Names Winners Of 2021 Boss Young Executives Awards

In a year where ‘business as usual’ is anything but, AFR BOSS reveals six of Australia’s most inspirational and outstanding young leaders who excelled during the pandemic. The six have been crowned the 2021 BOSS Young Executives in the prestigious awards program, now in its 18th year. Run in conjunction with global leadership consulting firm […]

QMS Renews Contract With Manboom
  • Marketing

QMS Renews Contract With Manboom

On first inspection, B&T was hoping to bring you some manboobs news here. But as you'll see, it's a girdle-free read.

Marketing strategy on digital mobile platform - cross-device tracking programmatic advertising and multi targeting with laptop and mobile phone gadgets.
  • Technology

Index Exchange And MediaMath Join The Human Collective

HUMAN Security (formerly White Ops) today announced two new founding Human Collective members: Index Exchange and MediaMath. Together they participated in thought-provoking panel discussions during the recent IAB Tech Lab CTV & Video Advertising: Growing with Standards virtual event where they emphasized how important it is to work together in the fight against fraud on […]

by B&T Magazine

B&T Magazine
SCA Appoints Cathrine McVeigh To Head Of Audio Production And Operations
  • Media

SCA Appoints Cathrine McVeigh To Head Of Audio Production And Operations

SCA has announced the appointment of Cathrine McVeigh to head of audio production and operations. She will be part of the content leadership team. In the newly created role, McVeigh will oversee the creation of SCA’s new audio production and content operations hub and lead a combined team across the country to deliver a rapidly […]