Using Retouch-Free Disclaimers in Advertisements to Reduce Negative Social Comparison in Adolescents

This experimental study examines the effects of retouch-free disclaimers in advertising on adolescents’ mood, self-esteem, and how authentic the ad is perceived to be. These effects were compared to those of adolescents who viewed ads with a traditional retouched disclaimer, and those of adolescents who viewed ads with no disclaimer at all. I found no significant correlations between type of disclaimer and change in mood or self-esteem. However, adolescent females did view ads with a retouch-free disclaimer as significantly more authentic than ads with a retouched disclaimer. Additionally, I found that adolescent females found all advertisements, regardless of experimental condition, to be significantly more authentic than their male peers did. This study can provide guidance to fashion and beauty marketers on the potential benefits of using retouch-free disclaimers to appeal to an adolescent audience.