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Press Release

PTC’s “4 Every Girl” Campaign Applauds CVS’ Decision to Discontinue Altering Beauty Images in its Marketing

By: Kelly Oliver

Release Date: 1/16/2018

LOS ANGELES (January 16, 2018) – The Parents Television Council’s “4 Every Girl” Campaign welcomed CVS’ announcement that the company will not alter beauty images in its marketing materials.

From The Wall Street Journal: “Starting in April, CVS Health Corp. said it will stop ‘materially’ altering the beauty imagery in its marketing materials that appear in its stores and on its websites and social media channels. … The change applies to the marketing materials that CVS creates itself, but the drugstore chain is also asking brand partners—including Revlon, L’Oréal and Johnson & Johnson—to join the effort.”

“There are not enough words adequately to express our gratitude and our praise to CVS for taking this tremendous step. Not only will their profound and positive corporate commitment directly benefit the emotional health and wellbeing of young girls; its position of leadership on this issue will also create a long-term positive impact on the company’s financial success. We call on the entire beauty product industry, as well as Madison Avenue, to follow CVS’ exemplary leadership by creating a positive and lasting change,” said PTC President Tim Winter.

“The PTC created its ‘4 Every Girl’ Campaign to help combat the harm from unhealthy images that young girls see on TV, in movies, magazines, or in advertisements. Some of the harm stems directly from Photoshopped images consistently used in the beauty industry, and which CVS now confronts. A few years ago, we supported the Truth in Advertising Act, sponsored by Congresswoman Ileana Ros-Lehtinen, that called for the disclosure of Photoshopped advertisements. Any move to challenge the ‘perfect body myth’ perpetrated by the beauty industry and others is a welcome one, and CVS has taken a momentous step forward.”

(See 4 Every Girl website)

The Parents Television Council® ( is a non-partisan education organization advocating responsible entertainment. It was founded in 1995 to ensure that children are not constantly assaulted by sex, violence and profanity on television and in other media.

This national grassroots organization has more than 1.4 million members, and works with television producers, broadcasters, networks and sponsors in an effort to stem the flow of harmful and negative messages targeted to children.

The PTC™ also works with elected and appointed government officials to enforce broadcast decency standards. Most importantly, the PTC produces critical research and publications documenting the dramatic increase in sex, violence and profanity in entertainment. This information is provided free of charge so parents can make informed viewing choices for their own families.

Visit the new PTC Watchdog Blog at

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To speak with a representative from the Parents Television Council, please contact Kelly Oliver at (703) 307-9404 or email at