Advertising standards regulator requiring influencers not to use misleading filters


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The British “Advertising Standards Monitoring Authority” recommended that face filters should not be used in ads published on social media, if they exaggerate the effect of the product.

The UK advertising watchdog’s recommendation came in response to the filterdrop campaign, which called for influencers to be banned from using augmented reality filters that modify facial features when promoting skin care and beauty products.

Campaign owner Sasha Ballary (29 years old), a young woman from Weston Super Mare in Britain, said she was “very happy” with this decision.

Ballary launched the campaign in July 2020, as part of her quest to see “more realistic skin” on Instagram.

The Advertising Standards Monitoring Authority stated that using filters on beauty content is “misleading.”
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The Advertising Standards Monitoring Authority examined two cases in which filters were used in video tapes, shared by influencers, to promote tanning products.

And it announced that its decision would apply to all UK brands, influencers and celebrities.

The two cases included the Instagram stories of Skinny Tan Ltd. and Tannologist Tan. The two stories were banned for including a filter that misleadingly shows an exaggerated influence on the producer.

The authority stated that in both cases the advertisements were likely to mislead consumers.

Commenting on the photo, Sasha Ballari compares two photos of her skin with and without filter

She said that this decision means that brands, influencers and celebrities should not apply filters to images while promoting beauty products, if these filters give an exaggerated perception of what the product can achieve.

The authority believes that the cosmetic content subject to filtering may be misleading, even if the name of the filter is clear in the story feature on Instagram.

According to the recent decision, any advertising content that violates the recommendations will be removed and prohibited from appearing, which could harm the advertiser, and the reputation of the influencers.

A spokesperson for the authority said, “We continue our focus in this area on raising awareness about the rules, and supporting influencers with the necessary guidance and tools to properly spread their advertising content.”

He added, “We also work with social media platforms that can reinforce the rules when an advertiser refuses to cooperate with us, or is unable to do so.”

Commenting on the photo, Sasha Ballari always posts unfiltered photos

“I feel that the harmful effect of this matter on social media users has finally been taken seriously, and this is a huge step in the right direction on how to use filters to advertise cosmetics on the Internet,” said Sasha Ballary, campaign owner.

She said she had been passionate about the issue for a long time, and that she had been receiving messages “every day” from women who actually struggled to conform to the beauty standards they saw online.

“Now I can make a difference in how these women see themselves in the mirror, and it’s amazing,” she added.

Commenting on the photo, Molly Knott says she was afraid to leave the house without putting on makeup because she was influenced by beauty standards on Instagram

Molly Knott, 20, was following Palari’s campaign on social media, and she welcomed the decision by the Advertising Watch, saying that her life was “centered around filters.”

She said, “There are filters called” pretty girl “, which show you blue eyes, your lips enlarge and your nose smaller, and that suggests that this is what you should look like.”

And she continued, “Not everyone is an expert in cosmetics, and the filters enhance the image even more, and I cannot match the way some appear on Instagram.”

“Some days I couldn’t leave the house without wearing cosmetics, but now I don’t care much. Sasha helped me feel more comfortable with myself, and not feel like an alien creature because of my looks.”

Commenting on the image, Rahi Shadah says that advertisers should submit real content on social media

Model Rahi Shadah, whose Instagram account has more than 900,000 followers, said he was “completely in agreement” with the new decision, but was afraid of how it would be implemented.

He added, “This decision is a step in the right direction, but the logistical application may concern the majority of influencers, so what is the definition of the filter?”

“When we talk about filter, we mean lighting, special effects, and makeup before promoting the product. In this way, most of the images that appear on social media are naturally filtered. You will have magnified the effect of the product, before it reaches the audience. There is more clarity about what the filter is for, and where we can draw the boundary.

Comment on the photo, Sasha Pallary with and without filter

When Sasha Pallary launched her campaign, she said she wanted to achieve three goals: to encourage women as much as possible not to rely on filters, for the Advertising Standards Watch to ask influencers and advertisers on social media to clarify the use of filters when promoting cosmetics, and to remove the filters that Instagram face change completely.

Ballary says that while achieving two of her goals, she will continue the battle for the third.

“It will not be feasible for us to reach this progress and stop at it,” she adds. And she continues: “How can Instagram remove the filters that promote plastic surgery, without removing those that change the features and shape of the face? How can we change our face if not by plastic surgery?”

Among the celebrities who have tackled the subject of modified face filters is singer Jesse Nelson, former member of “Little Mix”.

Nelson spoke on Tuesday, through her Instagram account, encouraging her followers, who number about 7.6 million, to accept their natural form.

The 29-year-old singer said that while you might “love the Instagram filter that gives you some color or freshness to your skin,” she does not understand why some of the filters change their shape, enlarging her lips and reducing her nose.

“I don’t understand why Instagram wants to crush your nose and make it so thin. What’s wrong with a normal nose? I feel so confused about the beauty standards that the developers of these filters are thinking about.”

Commenting on the photo, singer Jesse Nelson is a celebrity who has criticized the filters for modified facial features

Commenting on the “Advertising Standards Monitoring Authority” decision, Skinny Tan said it had reviewed its standards about the content that users produce, and how it is shared through its accounts on social media.

“We do not encourage the use of cosmetic filters that amplify the results of goods or mislead users,” a company spokesperson said.

He added, “It is true that we were disappointed by the decision of the Advertising Standards Watch, because the purpose of the mentioned Instagram stories was not to mislead, but to share positive comments and experience about our products, but we fully understand our responsibility as a sign to protect the interests of our consumers.”

A spokesperson for “Technologist” said that they were disappointed, but the company respects the authority’s decision, even though it did not use the filters referred to through its accounts on social media.

“Content posted via an influential account, shows results before and after using the product. Content related to post-use, does not include a filter.”

Instagram preferred not to comment on the “drop the filter” campaign, or the ad watch’s decision, but the BBC concludes that commodities, celebrities and influencers should adhere to the recommendations of the Ad Watch, Competition and Markets Authority in paid social media posts.



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