Google Keyword blog: More controls and transparency for your selfies

These guidelines suggest that face retouching settings should be off by default so you choose when you want to turn them on. If face retouching filters are on, this should be clearly indicated in the product experience. And when it’s off, it should stay off. We’ve steered away from references to “beauty,” by using iconography and language that is value-neutral, so you can decide what retouching means to you.