Brands that will no longer work with influencers who digitally manipulate images

The UK branch of one of the world’s largest advertising, marketing and PR agencies has announced that it will no longer work with influencers who digitally manipulate their face or body for brand campaigns.

Ogilvy UK made the announcement earlier this month, citing attempts to reduce the ‘systemic’ damage to mental health caused by social media as the reason for the changes.

Their decision came nearly three months after the UK government began discussing new regulations that would require influencers to publicly decline all edited images.

The digitally altered body image bill aims to help “promote more honest and realistic representations of our appearance”, according to Tory MP for Bosworth, Dr Luke Evans, who introduced the bill in parliament.

“The edited images do not represent reality and help to perpetuate a distorted sense of how we appear, with real consequences for people with body confidence issues, which I have seen first hand in my role of general practitioner,” said the MP. wrote on Twitter.

Dr Evans told the House of Commons: “If someone has been paid to post a photo on social media that they have edited, or if advertisers, broadcasters or publishers are making money from an edited photo, they need to be honest and upfront about it.”

Ogilvy’s influencer chief Rahul Titus believes the company’s new regulations should move the bill forward and help it pass through parliament.

“We have a duty of care as marketers, as agencies and brands, to the next generation of people so they don’t grow up with the same things we see now,” Titus told the site. web-marketing, Drums.

He added that they have studied the change, including working with their behavioral science team and discussing the issue with influences.

“We need to educate our customers to give influencers the freedom to express themselves a little more.”

The changes will affect all of the agency’s UK clients, including Vodafone, IBM, Coca Cola and Dove.

Dove has emphasized campaigns focused on “true beauty” for nearly two decades, emphasizing “authenticity” as a key tenant in their brand.

Ogilvy said he will begin consulting with brands and influencers on the changes next month.

Comments are closed.