make sure that we do take care of our kids in a good way so that they don't develop these unhealthy expectations about themselves. >> but with automatic photo editing software programs widely available, air brushing is easier than ever. >> celebrity photographer dave catinsky uses picture of me to show how quickly this is done and believes the practice is here to stay. >> every magazine is going to be photo shopped. someone is going to be fixed up to some degree. people made slimmer, add color, correct blemishes, complexions. no photo right out of the camera is ready to be put into print and circulation. >> so while the ama is shining a light on the controversial practice, its guidelines are no near as forceful as some countries like france, britain and israel that has proposed legislation for companies to identify when their ads have been altered. some celebrities have spoken about extreme retouching.