14-07-2025
Can a tiny label fix a giant problem? Norway's retouch law tackles social media's beauty lies
The journey away from online perfectionism begins by recognizing that our imperfect selves deserve just as much appreciation as the polished images we so often pursue.
Image: Oladimeji Ajegbile/Pexels
Scroll. Double tap. Swipe left. For many of us, this isn't just a mindless habit, it's our second life.
But behind every flawless selfie and dreamy travel reel, there's an unspoken truth: our daily dose of online perfectionism might be eating away at our real-life mental health.
A Norwegian law that quietly made headlines in 2022 has resurfaced on Instagram feeds again, and it's more relevant now than ever.
This law demands that all adverts must be clearly labelled if they've been digitally retouched.
Whether it's smoother skin, slimmer waists or brighter eyes if it's been edited, you should know about it.
If not, the influencer or brand could face hefty fines.
At first glance, this might feel like a small policy change in a faraway country. But it taps straight into one of the biggest wellness crises of our hyper-connected age: our unhealthy obsession with looking perfect online.
With over 5 billion people now using social media most through mobile our relationship with digital beauty has become deeply personal, and for some, dangerously unhealthy.
Where did this obsession come from?
Let's be honest humans have always loved a little embellishment.
Theatre, magazines, film, they've all sold us polished versions of reality. But unlike old-school media, social media is personal.
It's our faces, our bodies, our kids, our homes being airbrushed and filtered for all to see.
A study published in the National Library of Medicine shows just how common this has become: one in four people now edits more than 40% of the photos they post.
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Skin blemishes top the list of edits, followed by making ourselves look "younger, fresher and simply 'better.'
Research from Cosmetic Dermatology shows that apps like Instagram and Snapchat are often connected to low self-esteem and negative body image, and can even contribute to Body Dysmorphic Disorder (BDD) - a mental health issue where people become fixated on flaws in their appearance.
According to a 2019 study in Body Image, around 24% of social media users report severe body image concerns, and this can jump even higher for teens.
It's not just vanity, it's mental hygiene.
Aesthetics expert Dr Alek Nikolic says this isn't just about wanting to look good for likes.
'Social media amplifies unrealistic beauty standards to a point where people feel inadequate and anxious in their real lives,' Nikolic explains.
This pressure isn't something we can just brush off.
Research by Fardouly and Vartanian (Body Image, 2016) found that teenage girls who viewed edited selfies rated the images as more attractive than unedited ones and worse, believed these flawless looks were real.
The result? They felt worse about their bodies.
Can a label fix this?
Norway's move to label edited images is built on good intentions to protect people, especially the young, from harmful illusions.
But will a simple disclaimer fix our obsession with online perfection?
Psychologist Sophia Choukas-Bradley, from the University of Delaware, told The Washington Post that while the law is a start, it's not a cure-all.
'It's a Band-Aid for a gaping wound,' she said. 'Without tackling the bigger problem of why we crave these illusions, we're not fixing the root issue.'
Studies back this up.
A Norwegian law that quietly made headlines in 2022 has resurfaced on Instagram feeds again, and it's more relevant now than ever.
Image: Hardeep Singh/Pexels
Research published in Media Psychology (2020) found that warning labels on retouched images can sometimes backfire drawing more attention to the image and making people scrutinise themselves even more harshly.
Our digital lives aren't going away and honestly, most of us love a pretty picture.
The real challenge is learning to live without filters and with our flaws. The Norwegian law is a reminder that some honesty is good for us but the deeper work is up to us.
Part of that is learning to pause and question what we see. Are those abs real? Is that skin poreless? Probably not.
For example, Drake's recent shirtless selfie, showcasing well-defined abs, has sparked online speculation about whether his physique is the result of natural fitness or cosmetic surgery, specifically abdominal etching.
While some fans praised his apparent transformation, others questioned the sudden and dramatic definition, particularly in comparison to the rest of his physique, leading to comparisons with cosmetic procedures.
Education is key here, especially for teens and young adults whose brains are still wiring up for self-worth.
We can also push for more realistic storytelling from brands and influencers. When big names drop the filters, it chips away at impossible standards.
For example, when supermodel Gisele Bündchen posted unretouched images of herself with grey hair strands, it made headlines and inspired millions.
The fight against online perfectionism starts with us admitting that our messy, unedited selves deserve just as much love.
Norway's law might not solve everything, but it sparks an important question: What do we gain when we stop chasing impossible beauty and start accepting ourselves as we are?
