Misleading beauty filters banned for influencers

The UK’s Advertising Standards Authority has told social media influencers that they can no longer use ‘misleading’ filters on beauty adverts.

It has been said that filters should not be used if they ‘exaggerate the effect of a cosmetic or skincare’ being sold on the platform.

The ban was enforced after the #filterdrop campaign surged in popularity, which championed for the promotion of natural skin over ‘beautifying’ filters and in turn, not misleading customers when advertising products.

The #filterdrop campaign was started by make-up artist Sasha Pallari, who launched the campaign on Instagram. She comments:

“I so strongly wish you would realise the vast scale of damage the constant use of filters are [sic]. Flawless, poreless, scarless, wrinkle-less skin does not exist and it’s only because of the overuse of these we believe it does.”

The use of filters on social media is a widely debated issue, attracting the attention of not only celebrities and social media influencers but also MPs.

Adverts that break these rules will be taken down and prohibited from appearing again, which is likely to damage the advertiser and influencer’s reputation, the ASA has said.

To visit Sasha’s #filterdrop campaign, click here