Brave Girls Alliance is taking media back in a new way: campaigning for the U.S. Federal Trade Commission to regulate the use of false and deceptive photoshopping of people in ads.

Congresswomen Ileana Ros-Lehtinen (R-FL) and Lois Capps (D-CA) introduced HR4341 on March 27, 2014, with Rep. Ros-Lehtinen saying:“We must work to ensure that our young men and women do not fall prey to the false expectations of photo-shopped images. Our young people should be taught to lead healthy lifestyles, not conform to some advertisements’ fake idea of beauty.”

Two parents, Seth and Eva Matlins, began this effort almost 3 years ago, inspired by their five-year-old daughter. Seth, a former Hollywood marketing executive, said, “If the boldfaced lies these images tell were words, regulatory action against them would have been taken long ago. We didn’t see anything happening officially to prevent such false and deceptive ads and we wanted to change that. We’re so grateful for the leadership of Reps. Ros-Lehtinen and Capps.”

The Brave Girls Alliance and the Matlins partnered with the Eating Disorders Coalition to get the bill introduced. “Eating disorders have the highest mortality rate of all mental illnesses. The practice of repeatedly and deceptively misrepresenting human bodies and faces has enormous public health implications,” said Jaye Azoff, Psy.D.,  EDC Board Member.

“We’re not worried about photoshopping a blue sky bluer and or cleaning up fly-away hairs. But when there are changes to a person’s shape, size, proportions, color, or features, it’s deceptive. It’s past time for advertising to change,” said Nancy Gruver of New Moon Girls and the Brave Girls Alliance.


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