Filters and edited images: keep brand presentation honest

01

Distinguish presentation from a performance claim

Correcting exposure in an office photograph differs from removing a product defect or changing the apparent outcome of a treatment. Inventory the edits that affect the customer's decision. Keep original files, record the changes and ask whether the visual still represents what customers can expect. A polished appearance alone does not establish dishonesty or any psychological condition.

02

Make comparisons genuinely comparable

For a hypothetical renovation business, before and after photographs should identify the same space and explain substantial changes. Different lighting, camera angles or omitted repair work can exaggerate the apparent improvement. A small disclaimer cannot reliably repair an otherwise misleading main message. In US advertising, factual claims require appropriate support; requirements elsewhere need their own review.

• Keep the camera position, scale and lighting reasonably consistent.
• Explain staging, simulations or edits that materially change interpretation.
• Confirm permission to use recognizable customers, staff and private locations.

03

Build a practical approval record

Assign someone outside the design process to review the final image on a phone, where disclosures may be harder to notice. Compare the published version with the original and the supporting evidence. Save the approved caption and consent record with the asset. If a visual is misunderstood repeatedly, revise the presentation instead of blaming viewers for missing the explanation.

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