Social networks: the advertising standards regulatory authority calls on influencers not to use “misleading” filters

The Advertising Standards Supervisory Authority has said the use of filters on beauty content is “misleading.”

The use of photo editing filters on social media is a widely controversial topic, as it has not only caught the attention of celebrities and influencers on social media, but also some representatives in Parliament.

The Advertising Standards Oversight Authority looked at two cases in which filters were used in video tapes, shared by influencers, to promote tanning products.

And he said his decision would apply to all UK brands, influencers and celebrities.

Both cases included Instagram stories from Skinny Tan Ltd. and Tannaught Tan. Both stories were banned for including a filter that incorrectly shows exaggerated influence on the producer.

The authority said that in both cases, the ads were likely to mislead consumers.

She said the move means brands, influencers and celebrities shouldn’t apply filters to images while promoting beauty products, if those filters give an exaggerated perception of what the product can achieve.

The authority believes that cosmetic content filtered can be misleading, even if the name of the filter is clear in the story feature on Instagram.

According to the recent ruling, any ad content that violates the recommendations will be removed and banned from appearing, which can damage the advertiser and the reputation of influencers.

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

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

“I think the detrimental effect of this case on social media users has finally been taken seriously, and it’s a huge step in the right direction on how to use filters to advertise cosmetics on Internet, ”said Sasha Ballary, owner of the campaign.

She said she has been passionate about the issue for a long time and gets messages “every day” from women who are genuinely struggling to meet the beauty standards they see online.

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

Molly Knott, 20, has been following Palari’s campaign on social media, and she praised Advertising Watch’s move, saying her life was “focused on filters.”

She said, “There are filters called ‘pretty girl’, which show you blue eyes, your lips get bigger, and your nose smaller, and that suggests that is how you should look.”

And she continued, “Not everyone is an expert on cosmetics, and the filters enhance the image even more, and I can’t match how some appear on Instagram.”

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

Model Rahi Shadah, whose Instagram account has more than 900,000 followers, said he “fully agrees” with the new decision, but was concerned about how it would be implemented.

He added: “This decision is a step in the right direction, but the logistics application can be of concern to 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. This way, most of the images that appear on social networks are naturally filtered out. You will have amplified the effect of the product, before it It is clearer what the filter is for and where we can draw the limit.

When Sasha Pallary launched her campaign, she said she wanted to achieve three goals: to encourage women as much as possible not to trust filters, for Advertising Standards Watch to ask social media influencers and advertisers to clarify. the use of filters when promoting beauty products and completely removing filters that Instagram faces.

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

“It will not be possible for us to achieve this progress and stop there,” she adds. And she continues, “How can Instagram remove the filters that promote plastic surgery, without removing the ones that change the features and shape of the face? How can we change our face if not through plastic surgery?”

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

Nelson spoke on Tuesday, via his Instagram account, encouraging his followers, of whom there are around 7.6 million, to accept their natural form.

The 29-year-old singer said that while you might “like the Instagram filter that gives you color or freshness to your skin,” she doesn’t understand why some filters change shape, making her lips larger and narrowing 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 standards of beauty that the developers of these filters think about . “

Commenting on the “Advertising Standards Oversight Authority” decision, Skinny Tan said he has revised his standards for user-produced content and how it is shared through his social media accounts.

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

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

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

“Content posted through 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 Ad Watch, Competition and Markets Authority in paid publications.