The discussion about retouched advertising images has been going on for decades, and as the technology for retouching has become both better and more accessible, more and more voices have been raised in favor of regulation.

Last in line is the Danish minister of business, Simon Kollerup (S), who wants to introduce requirements that advertising images that have been retouched must be labeled to make it clear to the consumer that what they see is not true to reality.

"It is the Ministry of Economic Affairs' assessment that such a law contributes to reducing the pressure regarding unrealistic body ideals to which not least children and young people are exposed", can be read in the draft law according to DR.

Can result in imprisonment

According to the bill, the new rules must apply to all advertising, regardless of platform.

It also includes advertising posts published by influencers in social media.

Anyone who breaks the law can be punished with fines or imprisonment in particularly serious cases.

A similar system already applies in Norway, where advertisers can be fined if manipulated images are not marked with a special symbol with the text "retouched person".

Similar rules have also been in effect in France since 2017.

The Swedish proposal was voted down

In Sweden, there are also politicians who push for tougher rules.

As recently as March, a similar proposal was voted down in the Riksdag.

Members of Parliament Åsa Eriksson (S) and Eva Lindh (S) who were behind the motion still want to see an investigation to look at how such a law could be designed.

- If someone retouches a drop of sweat on the forehead, I have no problem with it.

We can wipe it away in real life too.

It is when we are constantly fed images of a beauty ideal that do not match reality that something goes wrong, says Eriksson.

Although the motion did not pass the Riksdag last time, Eriksson is hopeful that the issue can be brought up again, not least since the Danish proposal has given new life to the discussion.

- The need remains and it has not diminished.

If there will be an exercise this fall again or if we will work in other ways, I will leave it unsaid.

Seeing if an image has been retouched or not can be easier said than done.

See how you pass SVT's test in the clip above.