Advertising Standards Agency Bans Use of Misleading Beauty Filters in Advertisements

Sasha Pallari is a make-up artist and model who started the #filterdrop campaign to celebrate natural beauty

ASA has ruled that filters should not be applied to social media adverts if they exaggerate the effect of the product.

The judgement has come in response to the #filterdrop campaign started by make-up artist and model, Sasha Pallari, that called for it to be compulsory to state when they use a beauty filter to promote skincare or cosmetics.

The ASA examined two examples of where filters had been added to videos shared by influencers advertising tanning products, adding that the outcome of these rulings would apply to all UK brands, influencers and celebrities. It reached the conclusion that filtered beauty content could be misleading to consumers.

Sasha Pallari, who started the campaign, said she was "over the moon" about the judgement which would help promote more real skin on instagram.