In the UK, influencers will not be able to use “deceptive” filters on Instagram

When it comes to influencers and Instagram, we generally know that all that perfect truth, flawless skins, bodies outside of Olympus and the scenarios that many dream about are probably the result of a good camera angle, a few hours of Photoshop, and of course, the seemingly strategic use of filters that allow For famous people getting major economic benefits to advertise some brands is incredible when it is really because of technology.

This week, the Advertising Standards Authority, known as ASA, which dictates advertising standards in the UK, It ruled that Instagram users cannot apply filters to their photos to amplify product effects. The new sentence responds to an Instagram campaign called #filterdrop, initiated by the British influencer Sasha Ballary In which influencers and brands were asked to disclose whether they used a filter in a post promoting products such as skincare or cosmetic solutions.

Pallari started the campaign in July 2020, hoping to see more ‘real skin’ on Instagram. In a post published this week, he commented that he was very pleased with the result. “This is only the beginning. I started this campaign eight months ago and what we achieved together was amazing.” “Every one of the posts, comments, likes, and more actions kept me going even when some parts of this process were really tough.”

“Looking to the future, this means that whenever someone promotes a skin care product or beauty products online, we have the greatest chance of seeing real skin, real texture, real nose shapes, different lip sizes, and the real product color. The number of people who will stop Comparing themselves to an ad that is not accessible without a prolific filter. We did it. I’m very proud. “

To make the decision, the watchdog examined two examples in which Instagram filters were applied to videos of users advertising tanning products to their followers: two on Skinny Tan Ltd.’s Instagram and one by Tanologist Tan. Either way, the ASA ruled that the ads are likely to mislead consumers through the use of filters, which “misleadingly mislead the effect the product was able to achieve.”

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The new ruling will apply to all UK influencers, celebrities and brands, the ASA states that even if the name of the filter was indicated, the mere use of the filter could be misleading. Any ad found to be in violation of these rules may be removed and prevented from appearing again. A spokesman said BBCOne of the goals of our work in this area remains to increase awareness of the rules and support influencers with the guidance and tools they need to help correct their ads.

We hope that many other countries in the world take this example as the norm, and the expectations of beauty imposed by influencers for so long that we see once and for all people without retouching in our Instagram feeds.

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