Online petition calls for end to touching-up ads to hide imperfections

An online petition calling for an end to the practice of touching-up ads to hide imperfections is gaining a lot of attention.

The petition specifically targets Dove, famous for their decade-long Real Beauty campaign, to portray models as they are without Photoshopping.

The man behind the petition is Seth Matlins, a father of two and marketing executive who is calling on advertisers to sign his pledge and acknowledge whether they alter their ads. And if they do run them in places where children cannot see them.

"I don't know what Dove does. And that's the point. The point is, we don't know what's real anymore," Matlins said.

"I think that today we're seeing that brands are trying to be more real. We see it in the marketing that's coming out. But there's still so much work to be done," Senior Director of Trend and Strategy at Trendera Jessica Blumenthal said.

Dove has yet to sign on. They released a statement, saying they are committed to not distorting their images to create an unrealistic view of beauty.