Filters used on social media are overlays which can be placed over photos during or post-production, and can achieve various effects, such as exaggerated features or simply altering the colour of the image.1
Specific beauty filters are often used on apps such as Instagram and Snapchat to enhance a person’s physical appearance. Whether it be to smooth the skin, enlarge the lips or slim the face, these filters are regularly used by individuals, as well as companies, to help market their products and services.
Last month, the Advertising Standards Authority (ASA) banned two social media posts that used filters to promote tanning products. According to the ASA, the filters exaggerated the effect of the tanning products and the ads were therefore deemed to be misleading.1
Following this, the ASA released guidance stating that influencers and companies promoting products that are directly relevant to what is being advertised should avoid applying filters to photos or videos which are likely to exaggerate the effect of the product/service. In terms of before and after imagery, the ASA reminded…
