WE all have an opinion about it, but like it or loathe it, the airbrushing of models in magazines is the norm.

Critics claim it misrepresents what is being sold and portrays an image of perfection unrealistic and damaging to young people.

Now the issue has become a political hot potato as a Liberal Democrat MP takes on the argument against airbrushing.

Jo Swinson, MP for East Dunbartonshire and chairman of the party’s working group on women’s policy, wants advertisers to be honest and upfront about how much airbrushing actually goes on.

She said: “It is frankly dishonest to advertise an anti-wrinkle cream and then airbrush out all of the wrinkles in the ad.

“It is irresponsible to take already underweight women and then slice off pieces of their thighs or hips in the computer suite. This campaign aims to make the Advertising Standards Agency and the Committee of Advertising Practice use the power they have to insist adverts clearly indicate if they’ve been airbrushed.”

The Real Women Take Action campaign, which also seeks a ban on adverts aimed at under 16s using digital retouching to portray unrealistic body images, has been supported by Girlguiding UK, the National Centre for Eating Disorders and academics across the country.

Ms Swinson’s party colleague and Colchester MP Bob Russell is supporting Ms Swinson in her campaign, although he is not campaigning himself.

“There was a time when we used to say the camera cannot lie, but it can be made to lie and it can have worrying consequences,” said Mr Russell.

“Jo’s argument is valid because it is important people see photos and know them to be completely genuine.”

The size zero debate has rocked the fashion world with pressure on women to look perfect.

“Airbrushing is a mixture of the vanity of the individual and the marketing of those who use young people to promote what they want selling,” added Bob.

“Role models, whether they are footballers or models, have responsibilities and they must take them seriously. Airbrushing is a means of deception and shouldn’t be allowed.”

Not all those involved in the fashion and modelling world agree with airbrushing.

Pam Boon, who runs Colchester-based PA Model Agency, said airbrushing misleads the public and her agency does not feature pictures on its website of airbrushed models.

“Even though the girls are made up, they are natural and the pictures are their true images, not airbrushed,” she said.

“When clients request models who are used for photoshoots, they have to get our okay to airbrush their images. So far this has not happened.

“We all have natural flaws that make us what we are and when I promote my models, it is a case of what you see is what you get.”

“It does not set a good example to youngsters and want-to-be models. It’s not good for anyone not feeling great about themselves to try and acheive something that is not possible.”

Pam, who has worked in the modelling industry since 1977, said airbrushing has become prevalent in the past ten years.

She said: “I totally disagree with airbrushing because it it not healthy and not the truth.

“I also agree with the campaign because airbrushing sends out the wrong message. But people must understand that airbruished images are not real and in one way or another, it is here to stay.”

l For more information visit www.realwomen.org.uk/take action