Marketing Exec Calls on Dove to Be 'More Real'

Seth Matlins started an online petition to have the company disclose when it photoshops ads.
2:25 | 08/08/14

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Transcript for Marketing Exec Calls on Dove to Be 'More Real'
the marketing executive and father of two taking on those touched up ads. Seth Mallen calls it a public health crisis and challenging dove to live up to its real beauty campaign. Abbie Boudreau has the story. ? Reporter: They're the flawless photos like these that even some a-listers say are too touched up. Kate winslet criticizing this cover claiming it overly slims her thighs. Lorde annoyed with a photo she says was altered. Even Keira knightley protesting a photo that she claims boosted her bust and this morning father of two and marketing executive Seth Matlin says he too has had enough with retouching so Matlin started a petition online hoping to expose what he describes as an industrywide public health crisis. Calling on dove. Famous or their decade-long real beauty campaign. Urging the company to make real beauty more real. Advertisers need to recognize that they are responsible and accountable for the health consequences that these ads are creating. Reporter: Matlin is asking dove to set a bar by signing his pledge acknowledging whether or not they photoshop their ads and if they are photoshopped to not run them in places where children can see them. Is it this your opinion that dove does photoshop even in this real campaign? I don't know what dove does and that's the point. The point is we don't know what is real anymore. I think today we're seeing the brands are trying to be more real and see it in the marketing coming out but there's still so much work to be done. Reporter: Dove has yet to sign on saying in a statement "When the dove campaign for real beauty launched in 2004, we made a commitment to all women that we would not distort any of our images to create an unrealistic view of beauty." Still, matlins is hoping his passion project will call for change. This is not going to fix everything but it is the ethical thing to do. It is a step in the right direction and what I'm confident of is we're going to be no worse off. Reporter: For "Good morning America," Abbie Boudreau, ABC news, Los Angeles. He is fighting a good fight. I to and a lot of celebrities are on board with that. They say they don't want their images photoshopped and I think that will also help turn the tide. I always want my image photoshopped. We asked do you think they should be labeled? 92% said yes. 8% said no. All right. Well, that's pretty precise

This transcript has been automatically generated and may not be 100% accurate.

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