Travelling with kids: what you need to know before going away this summer
Travelling with kids: what you need to know before going away this summer

Sarah Finnan

Try this crispy elderflower cocktail this bank holiday weekend
Try this crispy elderflower cocktail this bank holiday weekend

Holly O'Neill

What to do when your boss is a bully
What to do when your boss is a bully

Colette Sexton

Filming has begun on the TV adaptation of Graham Norton’s debut novel down in West Cork
Filming has begun on the TV adaptation of Graham Norton’s debut novel down in West...

Sarah Finnan

8 engrossing Netflix picks worth starting this long weekend
8 engrossing Netflix picks worth starting this long weekend

Jennifer McShane

Rihanna is about to release Fenty Parfum
Rihanna is about to release Fenty Parfum

Holly O'Neill

House of Gucci: The explosive true story behind Lady Gaga’s upcoming crime biopic
House of Gucci: The explosive true story behind Lady Gaga’s upcoming crime biopic

Jennifer McShane

Rosemary MacCabe: ‘I thought I’d accepted my body – then I got pregnant’
Rosemary MacCabe: ‘I thought I’d accepted my body – then I got pregnant’

Rosemary MacCabe

‘Hello? Where is Fergie?’: Sarah Ferguson offered her help to ‘The Crown’… but they declined
‘Hello? Where is Fergie?’: Sarah Ferguson offered her help to ‘The Crown’… but they declined

Sarah Finnan

Westlife’s Mark Feehily is selling his Sligo lakeside home for €1.15 million
Westlife’s Mark Feehily is selling his Sligo lakeside home for €1.15 million

Megan Burns

Image / Agenda / Breaking Stories

It’s now illegal to share edited images in Norway without disclosing it first


by Sarah Finnan
01st Jul 2021

Getty

blank

Advertisers and influencers over in Norway will now have to disclose when a photo has been edited thanks to a newly introduced law that makes it illegal not to do so.

Making giant steps forward in the fight against unrealistic beauty/body ideals, Norway has just passed a new law requiring advertisers to disclose when an image has been retouched on social media.  

Voting overwhelmingly in favour of the motion (72 to 15 votes) earlier this month, Norway’s parliamentary body – Stortingent – passed the new legislation which will make it illegal for advertisers to share images without acknowledging that bodies have been edited first.

According to amendments made to the 2009 Marketing Act, the legislation will also apply to influencers and celebrities when sharing images for which they have received any “payment or other benefit” on social media. Covering images where a body’s shape, size, or skin has been altered in any way – even through a filter – all relevant photos will need to be marked with a standardised label designed by the Ministry of Children and Family Affairs. Fail to do so and advertisers/influencers could face a very sizeable fine and even imprisonment in extreme cases. 

Put forth in an effort to lessen body dysmorphia and “kroppspress” – the literal translation of which is “body pressure” – the Ministry hopes that the new legislation will “make a useful and significant contribution to curbing the negative impact that such advertising has, especially on children and young people.”

Recognising that it may be difficult to police, given that it’s not always easy to discern if a photo has been edited, it’s still unclear whether the new rules will apply to lighting/saturation adjustments too. However, while some of the specifics have still yet to be ironed out, Norwegian newspaper Verdens Gang reports that the bill has largely been met with positive feedback from locals. Commenting that it will help to bring back a sense of reality to social media, many have called for the law to extend regulations beyond just promotional material.

“Filters [are] something that should be fun, something you can laugh at, or be allowed to have a realistic butterfly on your face. Not to create a false beauty ideal,” influencer Annijor Jørgensen said in the article.

Introduced amid ongoing cultural conversations surrounding body image and beauty ideals, a statement from the Ministry went on to say that “body pressure is always there, often imperceptibly, and is difficult to combat”. 

The King of Norway will decide when the new law comes into effect. 

Also Read

blank
BREAKING STORIES
Locals are showing their support for Waterford’s LGBTQI+ community following homophobic incidents

In light of the tearing down and burning of Pride flags and homophobic posters plastered around the city, Waterford locals...

By Sarah Finnan

blank
BREAKING STORIES
Met Éireann issues high temperature advisory after hottest day

Met Éireann has issued a high temperature advisory valid from 12pm on Sunday until Friday, after temperatures exceed 31 degrees...

By Jennifer McShane

blank
premium EVENTS
‘Bathed in love’: The inspirational success story of one of Ireland’s Chernobyl children

By Tania Reut

blank
BREAKING STORIES
Supermodel Naomi Campbell becomes a mum at 50

The first-time mum shared the news on social media today.   Supermodel Naomi Campbell has announced that she has become a mother....

By Jennifer McShane

Nadia’s mother arrived on O’Connell Street in 1994 with Nadia in tow. She was just “four or five” years old.
premium IMAGE WRITES, REAL-LIFE STORIES
Nadia Adan’s incredible story is the stuff of film scripts

Nadia Adan sees value in everything. In fact, it’s her job; selling high-end cars and antiques, the pioneering 31-year-old is...

By Kate Demolder

frost
BREAKING STORIES
Mayday! Met Éireann has warned the public to expect frost this week

Conditions are expected to deteriorate further with Met Éireann warning the public to expect frost. Frost in May… right on...

By Sarah Finnan

Princess Diana's wedding dress
BREAKING STORIES
Princess Diana’s wedding dress on display at Kensington Palace for the first time in 25 years

The dukes of Cambridge and Sussex have loaned Princess Diana’s wedding dress to Kensington Palace as part of a new...

By Sarah Finnan