The proliferation of photo manipulation on social media has sparked ongoing concerns among users, but as technology advances to include video editing capabilities, the debate intensifies over whether authorities should step in.
Krystle Berger, an Instagram, TikTok, and Facebook user, defends her use of photos and videos altered with apps like FaceTune. She asserts that she is merely enhancing her appearance through makeup and lighting adjustments, claiming she does not drastically alter her features.
Hailing from Indiana, USA, Berger subscribes to FaceTune, an app that boasts over 200 million downloads worldwide. This application enables users to make subtle modifications to their facial attributes, such as smoothing wrinkles, or undergo radical transformations. With FaceTune, individuals can narrow their face, change the shape and size of their eyes, or even digitally perform a nose job.
Initially limited to photo editing, FaceTune expanded its capabilities two years ago by introducing a version tailored for short selfie videos. The effectiveness of video editing tools has significantly improved over time, raising concerns about the potential ramifications of manipulated videos circulating on social media platforms.
The issue of photo manipulation on social media continues to be a subject of concern, and now with the emergence of video editing capabilities, the question arises as to whether authorities should intervene.
Krystle Berger defends her use of apps like FaceTune, claiming that she simply enhances her appearance with makeup and lighting adjustments, without drastically altering her features. The Indiana-based mother subscribes to FaceTune, an app that has amassed over 200 million downloads worldwide. It offers users the ability to make subtle or transformative changes to their facial attributes, from smoothing wrinkles to reshaping eyes or even giving themselves a virtual nose job.
While FaceTune has primarily focused on photo editing, another app called Perfect365 is preparing to launch its video version later this year. These advancements raise concerns about the implications of manipulated videos circulating on social media platforms.
Owned by Israeli company Lightricks, FaceTune has achieved considerable success, with a reported valuation of $1.8 billion. Founder Zeev Farbman emphasizes the app’s user-friendly experience, aiming to provide 80% of the power of professional software with just 20% of the complexity.
Critics argue that such tools promote an unrealistic view of beauty, posing potential dangers, especially for vulnerable children and young adults. According to a 2021 survey by skincare brand Dove, approximately 80% of teenage girls admitted to altering their appearance in online photos by the age of 13. While calls for banning such technology remain rare, there is a growing push to compel social media advertisers and influencers, who often endorse products informally, to disclose when they have digitally manipulated their physical image.
Norway led the way in 2021 by implementing a law that mandates social media platforms to indicate if a photo has been digitally altered. Building on this initiative, France is now taking it a step further and aiming to extend this requirement to both photos and videos.
In the United Kingdom, the issue is also under consideration as the government progresses with the Online Safety Bill through Parliament. The focus of the legislation is yet to be determined, whether it will solely target social media advertisements or encompass influencers as well.
The Department for Science, Innovation, and Technology expressed the government’s commitment to addressing the potential risks associated with digitally manipulated content and emphasized the importance of the matter.
Conservative MP Luke Evans has been a vocal advocate for transparency in social media, calling for the legislation to be future-proofed to encompass altered videos and any emerging technological developments. Evans believes that wider awareness and increased transparency are crucial, as it ultimately boils down to promoting honesty in the digital realm.
Mr. Farbman, the founder of Lightricks, the company behind FaceTune, believes that the conversation surrounding photo and video manipulation tools has always been present. However, he notes that over time, there has been an increasing acceptance of these tools. He views the issue as a matter of free speech, stating that it is peculiar for companies to restrict users’ expressive freedom based on aesthetic or ethical considerations.
Sean Mao, the CEO of Perfect365, based in San Francisco, emphasizes the importance of using their app in a safe and ethical manner. He encourages users to express their creativity rather than employing the app maliciously to deceive others or misrepresent themselves.
Psychologist Stuart Duff, a partner at UK practice Pearn Kandola, acknowledges that some social media influencers may be tempted to use manipulation tricks to enhance their online appearance because physical attractiveness tends to have a significant impact on consumer decisions. While people may downplay the importance of physical appearance when asked, research consistently demonstrates a positive correlation between attractiveness and sales ability.
Brandon B, a popular social media influencer with 5.6 million subscribers on YouTube, takes a positive stance on photo and video manipulation apps.
Dr. Shira Brown, an emergency physician at South Niagara Hospital in Ontario, Canada, has raised concerns about the negative impact of distorted body image perceptions exacerbated by common social media practices. She points out that these practices appear to be contributing to urgent mental health consequences, including anxiety, suicidal thoughts, and depression, which are frequently observed in hospital departments.