Advertising agency Ogilvy will stop working with influencers who retouch their photos in England

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This article was translated from our Spanish edition using AI technologies. Errors may exist due to this process. Opinions expressed by Entrepreneur the contributors are theirs.

All that glitters is not gold and in the world of social media, not everything is what it seems. Perfect settings, sunsets that seem to come out of a movie, irresistible dishes, perfect bodies and smiling faces that savor every moment of existence. Of course, all with the help of Photoshop and with the ultimate goal of garnering likes. In England, at least for influencers working with the advertising agency Ogilvy Things are about to change.


Ogilvy

According to the site specializing in marketing issues, Drums the agency will stop working with influencers who retouch their bodies and faces in an attempt to address the mental health damage social media can cause. Rahul Titus Director of Influencing at Ogilvy, said: “( Influencer Marketing ) should be the authentic side of marketing, but now it’s producing content that’s so staged it’s detrimental to everyone watching the networks…As marketers, agencies, and brands, we have a duty to take care for the next generation so they don’t grow up with the same things we see now.”

The agency’s stance is a response to the Digitally Altered Body Image Bill currently before parliament, which would require creators to notify when content has been digitally altered.

The agency’s measure applies to all of its divisions and brands it works with, including Coca-Cola, Vodafone, IBM and Dove, the soap opera that has adopted real, never-before-seen beauty as the banner of its marketing strategy. marketing.

What is the Digitally Altered Body Image Bill?

The bill was introduced by Dr. Luke Evans of the Conservative Party who explained it through a series of messages on his Twitter account: “The images mounted do not represent reality and contribute to perpetuating a distorted sense of what we see, with real consequences for people suffering from body confidence issues, which I have seen firsthand in my role as a GP.”

In another tweet, he added: “If someone has been paid to post an image on social media that they have edited, or if advertisers, broadcasters or publishers are making money from an edited photo , they must be honest and direct.” in regards to”.

The bill was introduced on January 12 of this year and is still under consideration.

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