Abstract:

This study examines the public’s perception of the ethical issues associated with image retouching practices in influencer marketing. It draws on a qualitative analysis, using the IRaMuTeQ software, of 455 responses from the 2023 French public consultation on the regulation of the influencer profession, one section of which specifically addressed the issue of image retouching practices. The findings highlight significant concerns about the impact of retouched images on body perception, as well as strong expectations for regulations, transparency, and media literacy. The article thus underlines the need to promote more authentic representations and to regulate such practices to strengthen public trust.

Keywords: Influencer marketing, ethics, authenticity, transparency, image retouching practices, regulation