In an age where model-esque looks are becoming a new norm, Ogilvy UK has stepped in to change the game.
As an influencer marketing agency, the brand has taken a stand to no longer work with influencers who are using filters or making any specific visual alterations to their face.
Whether tanned skin or an airbrushed finish, the options are endless and have arguably become a misleading form of identity for many.
In March 2022, the UK government started the process of reviewing a ‘Digitally Altered Body Images Bill’, which eventually led to Ogilvy’s new policy change. As per this bill, advertisers, broadcasters and publishers are required to display a logo in cases where an image of a human body or a body part has been digitally altered in its proportions; and for connected purposes.
Per The Drum, Ogilvy’s head of Influencer Rahul Titus said, “Influencer marketing is supposed to be the authentic side to marketing, but now it churns out such staged content that is so harmful to anybody looking at social media.”
As Dove continues to be one of the agency’s key clients, they are known to work on campaigns that champion this principle.
To support this initiative, Firdaous El Honsali said, “We are delighted to see our partner Ogilvy tackling this topic.”
The ban will officially be implemented from May onwards in two separate phases. The first phase will start with Rahu’s core team, who will work in line with the policy when dealing with brands and influencers until the end of this year, in order to implement a systematic procedure in place.
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To proceed, the agency will use detect retouched images with its InfluenceO tech stack, allowing authenticity from the start. As pioneers in the industry, Ogilvy hopes for several other agencies to adapt to this new form of social media behaviour.
Despite the challenges imposed with this project, Ogilvy is hoping to go back in time, to an era when filters were none existed, in order for young women can change the way they see themselves.
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Feature image: Instagram @yana.potter.art