“Photoshopping models in fashion ads has become such a norm that when companies choose not to retouch their commercials, it makes headlines.

France, however, is on a crusade to change that standard. As of Sunday, a new French law mandates that any commercial photo in which the “body of the model has been modified … to either slim or flesh out her figure” must bear a “photographie retouchée” (“retouched photograph”) label, reports France 24.

Failing to abide by the law could cost rule-breakers a fine of up to $44,000.