Editing photos for social media?

A friend of mine does direct sales.  She was posting a photo she found online of the product she sells, and she was told she was "spamming". She was only posting to friends she knew and groups that she was a member of to promote her product. Someone suggested to her that she "edit" the photo – change the colors, add a border, so that it isn't considered spamming. Is that acceptable, or what would be a better alternative? She isn't posting to people she doesn't know or "spamming" but she doesn't want to do anything wrong either. Thanks.