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A new regulation in Norway will make it illegal for sponsored posts on major social media platforms to share retouched photos without disclosing whether images were retouched.

  • Legislators in Norway just announced a new amendment to the 2009 Marketing Act that will make it a legal requirement for influencers and advertisers to label images that have been retouched or have filters.
  • The law came as a response to the years of advocacy from youth groups and Norway’s Ministry of Children and Family Affairs that called for stricter measures to address growing concerns around body image and mental health.
  • The department expressed concerns about a culture that nurtures “social insecurity” and low-self esteem.
  • As soon as the law comes into action, image retouching on sponsored and advertisement posts will need to be marked as edited. A failure to comply will result in a fine.
  • The soon-to-be-introduced law will require that advertising and sponsored posts where “a body's shape, size or skin has been changed by retouching or other manipulation” be marked to declare that it had been edited. Failure to comply will result in a fine.
  • The law will apply on all major social media platforms including Instagram, Snapchat, and TikTok and come into effect as directed by Norway’s monarch.