Support CVS Ban on Photo Manipulation

Target: Helena Foulkes, CVS Pharmacy President

Goal: Commend CVS for its commitment to health and transparency by forbidding the use of altered images to sell beauty products.

CVS announced that it will be enforcing a ban on the use of touched-up photographs to sell beauty products, as awareness grows about the misleading and ultimately harmful nature of altered images. The decision is a response to the fact that “unrealistic body images” are “a significant driver of health issues,” as CVS Pharmacy President Helena Foulkes stated when she announced the new policy. This is a significant move, because as the country’s largest drugstore chain, CVS is hugely influential when it comes to makeup marketing and could encourage nationwide change.

CVS Health distributed side-by-side marketing photos of an original image next to its digitally altered version, to bring attention to its new policy and the way that “we’re all consuming massive amounts of media every day and we’re not necessarily looking at imagery that is real and true,” as Foulkes puts it. “To try to hold ourselves up to be like those women is impossible because even those women don’t look like how they appear in those photographs.” The company will ban image editing for all of its own marketing, including store aisle displays and social media posts. It will take full effect by April of 2019. CVS will also require all makeup and beauty brands sold in its stores to do the same by 2020, or an alert label will be placed on their images. Sign below to support this move to prioritize the health and well-being of American consumers.


Dear President Foulkes,

Thank you for your commitment to your customers, and for putting their health and well-being first. CVS’s ban on photo manipulation in the marketing of its beauty products indicates that the company values its consumers, and could prove to be a huge step forward for health across the country. As you stated, the unrealistic standards that media saturates Americans with is a significant health hazard.

As America’s largest drugstore chain, CVS is a leader in marketing. Additionally, the company’s call for all of the brands it sells to follow its lead and stop using altered images further increases its positive influence. I support and applaud CVS’s photo manipulation ban.


[Your Name Here]

Photo Credit: Chris Potter

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One Comment

  1. gen agustsson says:

    ban photo ads that mislead us. it brainwashes us to be thin but were not suppose to be thin. thats not what beauty is about. arbitrary female standard of beauty is wrong. please go vegan now! propaganda of beauty is wrong. women do not need to be beautiful so stop it cvs. stop body shaming women now!

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