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Digital manipulation As well as a lack of perceived diversity in the appearance of models and presenters in advertising and on television, the digital manipulation of images was believed to exacerbate the reality gap. The Inquiry heard that airbrushing and digital retouching is perceived by advertising regulators as a legitimate practice, so long as it does not mislead the average consumer about the performance of a product or is deemed to be irresponsible by the advertising regulator. Evidence suggests that most consumers are aware that retouching takes place in advertising, with 84% of young women saying they recognise what retouching is.35 Although this awareness exists, Dr Adrienne Key from the Royal College of Physicians said that digital manipulation was damaging and that; “retouching is part of the unrealistic nature of images, which has become a malignant process.�
Reflecting on body image
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