House bill would have required disclaimer on altered ads

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PHOENIX -- Shuffle through any fashion magazine and you'll see pages of perfect figures and flawless faces. One Arizona lawmaker wants a disclaimer and on any ads that have been altered.

"It's really focusing on body, face alterations after production if they're advertising a beauty product that they put a disclaimer if they alter it," Democratic Representative Katie Hobbs explained.

House Bill 2793 would have required advertisers to indicate whether any "post-production techniques were made to alter the appearance" in an ad, also warning "when using this product similar results may not be achieved."

The bill died in committee on Wednesday.

Hobbs says that's fine; she didn't believe it would go far but wanted to get the conversation started.

"My daughter is starting to be interested in magazines ... and I want her to know that it's not possible for her to look like that and it's OK that she doesn't."

But not everybody agrees it's a good thing.

"Unless it's deceptively intended to actually mislead, like false advertising, I don't know that they could dictate what someone could print," Adam Meziani said.

Many women said they would support a similar bill or would like to see something done on a national level.

"You think this is reality and you think this is what people look like and you start comparing yourself to these girls," Christina Murrieta said.

Meziani says it's up to the consumers to remember that companies will do what they need to sell a product.

Regulators in the United Kingdom regularly ban ads that it believes are unrealistic.

Hobbs hopes that one day the U.S. will adopt a similar approach.