UK Advertising Standards bans influencers from using filters when promoting beauty products

THE WHAT? The UK Advertising Standards Authority has ruled that social media influencers must steer clear of filters when promoting beauty products if such filters are ‘likely to exaggerate the effect the product was capable of achieving’.

THE DETAILS The ruling was made in response to a complaint filed against two Instagram stories from Skinny Tan in July 2020. The reported post featured a story from influencer Elly Norris including an image of her face and shoulders and a caption singing the praises of the Skinny Tan products. The complainant believed that the Instagram filter used on the story exaggerated the efficacy of the advertised cosmetic product and therefore challenged whether the ads were misleading.

THE WHY? The ASA said that, while the use of filters in ads was not inherently problematic, advertisers of cosmetics products needed to take particular care not to exaggerate or otherwise mislead consumers regarding the product advertised.

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