ModCloth is going to avoid Photoshopping its models, and when it does, it plans to admit it.
The online retailer has taken a bold step by becoming the first retailer to sign the "Heroes Pledge for Advertisers
." The pledge is a petition from the Brave Girls Alliance, a group that seeks to change how women are portrayed in media. The pledge asks the following from retailers:
1. To do our best not to change the shape, size, proportion, color and/or remove/enhance the physical features, of the people in our ads in post-production.
2. That if we do materially change* the people in our ad(s), we will add a “Truth In Advertising” label to these ads to ensure consumers, in particular children and teens, do not confuse an advertising “ideal” with what’s real. (Specific Label Language and Size Requirements TBD.)
3. Not to run these ads in media where children under 13 might see them.
* Material change means only changes to a person's shape, size, proportion, color, removal and/or enhancement of individual features. If you want to photoshop a blue sky bluer; clean up a fly-away hair; fix a dog's smile...have at it; because no harm results.
ModCloth CMO Nancy Ramamurthi told Forbes
, “It's easy for us to sign on to something celebrating real people. When you see in the public this kind of change in attitude of embracing a company that does what’s right, companies will make the shift.”
ModCloth has promised to mark any advertisements that contain retouched photos. A post on the company’s blog
reads, “As a company, we certainly feel frustrated by overly Photoshopped advertisements.”
What do you think, PR Daily
readers? Is this a smart move on ModCloth's part?