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France is cracking down on the way models are being portrayed in ads.
A new French law, effective Sunday, now requires that any images of models that have been photoshopped to appear thicker or thinner will now need to be labeled as “photographie retouchee,” which translates to “retouched photograph.” Those who fail to comply could face fines of more than $44,000, reports NPR.
“It is necessary to act on body image in society to avoid the promotion of inaccessible beauty ideals and prevent anorexia among young people,” France’s former health minister, Marisol Touraine, told French daily Le Parisien.
France has been making moves to address unhealthy body standards in the last few years. In April 2015, French lawmakers passed a bill that required models to meet a specific BMI requirement before they could hit the runway. Later that year, a revised legislation was passed requiring French models to prove they were in good health with a verified note from a doctor.
The new legislation comes on the heels of two luxury goods conglomerates — LVMH and Kering — announcing a joint charter that aims to protect the health of fashion models by not allowing unhealthily thin models to work. The pact also bans the conglomerates’ labels (Louis Vuitton, Givenchy, Saint Laurent, Balenciaga and more) from using female models below a French women’s size 34 (U.S. size 0-2 and a U.K. size 6).
In response to the French law, American stock photo agency Getty Images is also no longer accepting images that have photoshopped models’ body shapes. However, changes in hair color, nose shape, retouching of skin or blemishes “are outside the scope of this new law, and are therefore still acceptable,” reads Getty’s site.
France isn’t the only country to enact such laws against anorexia; Italy, Israel and Spain have passed similar statues in recent years.
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