Anyone interested in advertising who has a Marketing Week magazine subscription can read about new guidelines surrounding misleading cosmetics ads.
Following numerous consumer complaints, the Committee of Advertising Practice and the Broadcast Committee of Advertising Practice have vowed to crack down on "airbrushing".
The organisations published information which could be considered to mislead customers - such as only using after-images, not before-images, in pre-production, reports Marketing Week magazine.
Some stores have fought against airbrushing in the past, according to the publication, such as high-street chain Debenhams.
However, other companies have not been so quick to change.
Liberal Democrat MP Jo Swinson said: "When it comes to digital manipulation of images of people, advertisers need to make sure they are being honest about the effects of their product," reports Marketing Week magazine.
Ms Swinson and equalities minister Lynne Featherstone have set up the Campaign for Body Confidence, which launched on International Women's Day, with the aim of raising awareness of the increasing pressure to match body ideals in the media and advertising world.
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Posted by Donnie Bachan