’no retouch’ is non-profit and a certification with the purpose of acknowledging photos with no digital retouching.
To celebrate the true beauty that can be created through a photographers lens and not through digital alterations/body-manipulation.
Just like the Organic- or ECO-label, when produced without toxics and pesticides, the Asthma-Allergy label, ‘no perfume/no parabens’, 'no plastic', 'no sugar', ‘not tested on animals and cruelty-free’ etc.
By this positive approach, it is not a demand to use the label. However with the label you can achieve great acknowledgement and be honoured both as a business and a consumer, by taking this simple 'digital social responserbility' and help to develop, scale-up and celebrate images/commercials with no retouch.