ModCloth pledges not to Photoshop models

The clothing retailer is the first to sign a pledge from an organization seeking to change how women are portrayed in advertising.

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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.

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