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Advertising authorities in the U.K. are now calling on influencers to stop using "misleading" filters in their efforts to sell or advertise products in paid advertisements.
In response to a months-long campaign started by U.K. makeup artist Sasha Pallari, the Advertising Standards Authority (ASA) is telling brands and influencers to avoid applying filters that alter the look of the products they are promoting; if an ad does not adhere to this rule, the ASA says it will take it down and ban it from being reposted.
"It is now advised that brands/influencers/celebrities are not to apply filters to photos which promote beauty products if such filters are likely to exaggerate the effect the product is capable of achieving, even if the name of the filter is referenced in the Instagram story," the ASA said in an email to Pallari, as per Pallari's Instagram.
Pallari’s campaign, aptly called #filterdrop, implored fellow influencers to show off their "real skin" when showing off the beauty and/or skincare products they use on their pages.
"The amount of people that will no longer compare themselves to an advert that isn’t achievable without a filter is going to be prolific."
"An ongoing focus of our work in this area continues to be on raising awareness of the rules and supporting influencers with the guidance and tools they need to help get their ads right," it says in a statement from the ASA, as per the BBC
. "We're also working closely with the social media platforms who can and will enforce our rulings where an advertiser is unwilling or able to work with us."
The ASA reportedly analyzed
two examples of influencer videos where filters had been used in an effort to come to their decision. The videos were from two accounts selling tanning products, one for Skinny Tan Ltd and one for Tanologist Tan. Both videos were ultimately "banned for applying a filter that 'misleadingly exaggerated the effect the product was capable of achieving'."
Of the ASA's findings and conclusion, 29-year-old Pallari shared on her Instagram page last week that their ruling was "mind-blowing."
"Going forward this means that every single time somebody promotes a skincare or beauty product online, we have the highest chance of seeing real skin, real texture, real nose shapes, different lip sizes, the true product colour," she wrote. "The amount of people that will no longer compare themselves to an advert that isn’t achievable without a filter is going to be prolific. We did it. I’m so proud."
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