Ogilvy will no longer work with influencers who distort or retouch their bodies or faces for brand campaigns in a bid to combat social media’s “systemic” mental health harms.
Speaking exclusively to The Drum, Ogilvy’s head of influence 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”.
The ban applies to all parts of the Ogilvy UK group, which counts the likes of Dove among its clients.
Ogilvy’s policy comes as the UK government reviews the Digitally Altered Body Image Bill that would require an influencer to disclose edited content. The bill is on its second review in parliament but is struggling to make it through the proposal process. Titus hopes Ogilvy’s commitment to stop working with influencers who alter their images will help the bill get passed.
Read the full article, here.
Source & image: The Drum
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