The Equalities Ministry wants to penalize marketing campaigns that use enhanced images because they are unrealistic.

Equalities minister Lynne Featherstone MP will unveil the pledge next year. It will operate in a similar way to the Department of Health’s ‘Responsibility deal’, which targets obesity and alcohol misuse.

The pledge strategy indicates a shift from more punitive measures Featherstone suggested last year; these included kitemarks on ads that use manipulated images. Marketing Magazine

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