New legislation has been introduced at Westminster to challenge harmful images in advertising.

The Body Image Bill, brought forward by MP and GP Luke Evans, would see a warning label placed on images that are digitally altered.

If it passes, the Advertising Standards Authority would set out specific guidance on the label and where it should appear.

The bill follows concern that images in television and print adverts are spreading unhealthy or unrealistic ideas about the way we look.

Research published last year found 61% of adults and 66% of kids feel negative or very negative about their body image "most of the time".

An alarming 1.25 million people in the UK are suffering from an eating disorder and 1 million people are using image-enhancing drugs.

A spokesperson for CARE said: "This bill is a positive step recognising the profound impact unhealthy and unrealistic images can have on people's self esteem and mental health.

"As a Christian charity, we believe that all people are endowed with innate beauty and worth being made in the image of God - regardless of their physical attributes. It is right for society to recognise this.

"Of course, this Bill is not a silver bullet. It must come alongside other policy measures that tackle harmful images in the online world.

"We await further detail on the government's online safety regime, which has the potential to afford greater protections."