Directing gaze: The effect of disclaimer labels on women's visual attention to fashion magazine advertisements

• Women attended to digital alteration disclaimer labels.
• Nature of disclaimer did not affect time spent looking at body areas.
• Specifically worded disclaimers influenced direction of gaze.
• Direction of gaze effect strongest for women high on trait appearance comparison.

In an effort to combat the known negative effects of exposure to unrealistic thin ideal images, there is increasing worldwide pressure on fashion, media and advertising industries to disclose when images have been digitally altered. The current study used eye tracking technology to investigate experimentally how digital alteration disclaimer labels impact women's visual attention to fashion magazine advertisements. Participants were 60 female undergraduate students who viewed four thin ideal advertisements with either no disclaimer, a generic disclaimer, or a specific more detailed disclaimer. It was established that women did attend to the disclaimers. The nature of the disclaimer had no effect on time spent looking at particular body parts, but did affect the direction of gaze following reading of the disclaimer. This latter effect was found to be greater for women high on trait appearance comparison. Further research is paramount in guiding effective policy around the use of disclaimer labels.