American online retailer ModCloth is the first retailer to sign an agreement, promising to no longer photoshop models in advertisements. Heroes Pledge for Advertisers hopes other retailers will now follow suit.
Work on legislation
The Heroes Pledge for Advertisers is a The Brave Girls Alliance, asking that model pictures are no longer photoshopped in advertisements. American legislation is also being prepared to assure that advertisements are no longer misleading.
ModCloth is the first retailer to sign the Heroes Pledge. The online retailer has often used “plus-size” models and tries to involve its customers into as many decisions as possible. Designers can hand in designs and the online community can then choose which ones will be put on sale.