This week, Talent Management has been discussing whether the use of airbrushing and other pre and post production techniques in advertising is ethical.

Debate was sparked following news that two heavily airbrushed L’Oréal cosmetics ads featuring Christy Turlington and Julia Roberts were banned. Of course, with this particular case, where Lancôme and Maybelline misrepresented their products, it outlines the simple fact that dishonesty in advertising should not be allowed. But the wider issue we, as a pro-body diversity modelling agency, are particularly interested in is the role in which this digital enhancement plays in contributing to a negative body image.

Jo Swinson MP, a Campaign for Body Confidence co-founder, recently spoke to the Guardian about this issue.

“There’s a wealth of evidence to suggest that we have major issues in the UK: one in four people say they’re depressed about their bodies, and a survey by Girlguiding UK found that among 16- to 21-year-old women, half of them would consider cosmetic surgery. Meanwhile, eating disorders have more than doubled during the past 15 years,” she said.

“I’m not saying that airbrushed adverts are the only contributing factor – upbringing, parenting and education play their part. But the visual culture we live in has a strong impact: not only adverts, but magazines, TV and films, too. It’s not that one advert showing a size-eight model is a problem; it’s when every advert shows a size-eight model, who is usually white and in her teens or early 20s, that a clear message is sent out about what is considered beautiful,” she said.

While some may argue that most people are fully aware that models in adverts and magazines have been airbrushed, Swinson said that when they see the pictures “they still look in the mirror and have negative thoughts about themselves”.

Swinson went on to explain that there is also evidence that suggests looking at images of this nature can make it more difficult for people to recover from eating disorders.

“Some people dismiss this issue as trivial, but these [eating disorder] conditions can paralyse people. Advertising is just one part of the wider battle to change our visual culture, but it’s a good place to start,” she added.

We want to know your thoughts – do pre and post-production techniques, such as airbrushing and photoshopping models so they look thinner, affect your body confidence?