Also going into effect on October 1 of this year addresses the commercial use of photoshopping. Any photos used for commercial advertisements of models who have been digitally altered will have to include text that labels it a “retouched photograph.” This includes any altering whether it makes certain body parts appear smaller or larger. The fines for violation are very prohibitive starting at just over £32,000 to as high as 30% of the ad’s production budget.