Relative to mental health promotion through realistic advertising images
The proposed legislation would amend Chapter 62 of the General Laws by introducing a new section that defines key concepts, such as 'advertising' and 'digitally unaltered images.' This legislation is expected to foster a regulatory environment that encourages businesses engaged in the cosmetic, clothing, and personal hygiene sectors to adopt more realistic advertising practices that can potentially improve mental health outcomes among consumers. The bill also stipulates that the Department of Revenue will collaborate with the Department of Public Health to establish the guidelines for determining eligibility for this tax credit, which will be instrumental in its implementation.
House Bill 2860, filed by Representative Kay Khan and co-sponsored by Representatives Samantha Montaño and Natalie M. Higgins, aims to promote mental health through realistic advertising images. The bill includes provisions that provide a tax credit to businesses that utilize digitally unaltered images of human models in their advertising campaigns. Specifically, the tax credit would amount to 1% of the costs incurred in these campaigns, with a cap of $10,000 in any tax year. The intent is to support businesses that contribute positively to societal views of body image, promoting healthier perceptions through advertising.
A critical point of contention surrounding HB 2860 might be its emphasis on digitally unaltered images, raising discussions about the role of advertising in shaping societal perceptions of body standards. Proponents argue that this bill could disrupt the cycle of unrealistic expectations often propagated by heavily edited images, thus benefitting public health by promoting body positivity. Conversely, some critics may suggest concerns about the feasibility of enforcing these definitions or suggest potential implications for creative freedom in advertising. Additionally, there may be discussions around which businesses will actually qualify for this tax credit and how it aligns with broader public health objectives.