The Advertising Standards Authority (ASA) has ruled that beauty filters should not be applied to social media adverts if they exaggerate the effect of the product. The decision follows the #filterdrop campaign, which called for influencers to disclose when they use such filters in promotions for skincare or cosmetics.
The ASA examined two cases involving tanning products. It banned an Instagram story for Tanologist Tan and ruled against two stories for Skinny Tan Ltd, stating that the filters misled consumers about the products' capabilities. The ruling applies to all UK brands, influencers, and celebrities.
Sasha Pallari, who launched the #filterdrop campaign in July 2020, welcomed the decision. She said it was a 'huge step' towards addressing the detrimental effect of filters on social media users. The ASA warned that ads breaking the rules would be removed and could damage the advertiser's reputation.
However, some influencers expressed concerns about enforcement. Rahi Chadda, a model with over 900,000 Instagram followers, questioned how 'filter' would be defined, noting that lighting and makeup could also enhance products. The ASA said it would work with platforms to enforce the ruling and provide guidance to influencers.
