I think the question I asked was not the right one. Generally everybody would agree with what you said. But what about if it was just an unrecognizable part of the person? i.e. not the face but the arms or hands?
What about lightening just a hand? Would that be less ethically dubious?
Yes massive red flag! Around that time, fashion mags/industries payed considerably less attention to ethics-just wasn’t so visible to the public.
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Are you referring to, say, a jewellery ad selling bracelets or rings, so only a hand is shown?
There is no answer to that without seeing the image in question and knowing the reason for any change you might be making. Gut reaction is “no, not ok.”