The pledge was created by the Brave Girls Alliance, who fight to end "gender stereotypes and sexualization in the media and products created for them."
Those who pledge promise “to do [their] best not to change the shape, size, proportion, color and/or remove/enhance the physical features, of the people in [their] ads in post-production.”
The pledge lastly promises not to expose children under the age of 13 to any photoshopped ads. It also makes clear that photoshopping "a blue sky bluer; [cleaning] up a fly-away hair; [fixing] a dog's smile" are fine, "because no harm results."
Ann Taylor LOFT was also called out on photoshopping a model so severely that her torso was no longer aligned with her hip. They later defended the alterations by claiming they were just trying to hide the model's tattoo.
And companies like Black Milk and H&M have been called out for photoshop fails that range from the harmful (tightening a torso) to the absurd (losing an entire leg.)
ModCloth's co-founder and Chief Creative Officer, Susan Gregg Koger, states that the pledge "perfectly aligned with what ModCloth is already committed to - celebrating the beauty of women as they truly are."