Disclaimer labels on fashion magazine advertisements: Impact on visual attention and relationship with body dissatisfaction

•Eye tracking technology used to investigate impact of digital alteration disclaimer labels.•Women directed visual gaze to digital alteration disclaimer labels.•Disclaimer labels did not affect body dissatisfaction.•Specifically worded disclaimers led to more visual attention towards target areas.•Increased visual attention resulted in greater body dissatisfaction.

Globally there is increasing advocacy for the implementation of laws requiring disclaimer labels to be attached to media images that have been digitally altered, with the goal of reducing the known negative effects of exposure to unrealistic thin ideal imagery for women. The current study used eye tracking technology to establish how digital alteration disclaimer labels affect women's visual attention to fashion magazine advertisements, and the interrelationship with body dissatisfaction and state appearance comparison. Participants were 120 female undergraduate students who viewed four thin ideal advertisements with either no disclaimer, a generic disclaimer, or a more detailed specific disclaimer. It was found that women did attend to the disclaimers. Specifically worded disclaimers directed visual attention towards target body areas, which resulted in increased body dissatisfaction, while state appearance comparison predicted increased body dissatisfaction. Further research is imperative to provide guidance on the most effective use of disclaimer labels.