Online fashion retailer ModCloth has become the first fashion company to sign the Heroes Pledge for Advertisers, a petition that demands advertisers be entirely transparent about their Photoshopping practices in marketing material.
Created by those trying to get the Truth in Advertising bill through, the petition asks advertisers to “do [their] best not to change the shape, size, proportion, color and/or remove/enhance the physical features, of the people in [their] ads in post-production.” If for some reason they do, the petition asks for the companies to be clear on what changes have been made.
“We don’t have professional models on our site and we’ve been doing this since 2002. We’ve never been a company that has misrepresented or altered the photos of our models, we’ve had hundreds of independent designers all produce clothing on our site and we’ve really worked hard to ensure they’re for women of all sizes.”
While ModCloth is the first of fashion retailers to sign the pledge, they’re hopeful their ambitious efforts will be a drop in the water, which will ripple outwards to other retailers and advertisers.