Influencers are no longer allowed to use “misleading” filters in social media ads
The ASA has just ruled that filters must not be used in any promotional posts

The Advertising Standards Authority (ASA) has officially ruled that UK influencers are not allowed to use filters on any promotional posts.
This means that celebrities, influencers and brands are explicitly not to use filters to promote a product if it distorts or exaggerates its results – and therefore misleads potential customers. Any posts that do so will be removed from Instagram and won't be able to be reposted.
The decision comes in response to the #filterdrop campaign, started by UK-based influencer Sasha Pallari (@sashalouisepallari), which called for influencers and brands to disclose if they had used a filter in a post that was promoting products.
- Best vitamin C serums: 5 miracle products to help brighten skin
"This is still only the start. I started this campaign eight months ago and the amount we've achieved together has been mind-blowing," she wrote on Instagram. "Every single share, comment, like and action has meant I've kept going [even] when parts of this process have been so difficult."
"Going forward this means that every single time somebody promotes a skincare or beauty product online, we have the highest chance of seeing real skin, real texutre, real nose shapes, different lip sizes, the true product colour. The amount of people that will no longer compare themselves to an advert that isn't achievable without a filter is going to be prolific. We did it. I'm so proud."
A post shared by SASHA LOUISE PALLARI (@sashalouisepallari)
A photo posted by on
In recent years the authority has also cracked down on the rules surrounding disclosing adverts and gifted products.
"An ongoing focus of our work in this area continues to be on raising awareness of the rules and supporting influencers with the guidance and tools they need to help get their ads right," a spokesperson for the ASA told the BBC.
"We're also working closely with the social media platforms who can and will enforce our rulings where an advertiser is unwilling or able to work with us."
We're here for it!
-
-
Best eyeliners: 5 expert picks to add to your makeup bag
Add a touch of subtle impact to your peepers with our pick of the best eyeliners
By Aleesha Badkar •
-
Best vitamin C serums: 6 miracle products to brighten skin
These best vitamin C serums are consistently hailed as one of the most effective skincare ingredients, here's why...
By Lucy Partington •
-
Best vitamin C serums: 6 miracle products to brighten skin
These best vitamin C serums are consistently hailed as one of the most effective skincare ingredients, here's why...
By Lucy Partington •
-
"I'm a huge skincare nerd!": Hailey Bieber reveals the two ingredients she looks for in her skincare
Hailey Bieber's favorite skincare ingredients have been revealed and you'll want them in everything from now on.
By Fiona Embleton •
-
Should you wear sunscreen indoors or are we becoming paranoid?
If you've been Googling whether to wear sunscreen indoors and fearing the effects of blue light, here's what you need to know.
By Fiona Embleton •
-
Should you use your vitamin C serum in the morning or at night?
When is the best time to apply your vitamin C serum, morning or night?
By Lucy Partington •
-
Hyaluronic acid: benefits, what it does, how to use, side effects
Everything you need to know about hyaluronic acid benefits and side effects
By My Imperfect Life •
-
How long does a skincare product really take to work?
Not all ingredients are created equal, nor do all skincare products get to work at the same speed. Here a doctor breaks down your routine...
By Fiona Embleton •
-
Megan Thee Stallion just shared her skincare routine and we're taking notes
"Alexa, play Body by Megan Thee Stallion..."
By Lucy Abbersteen •
-
Charlotte Tilbury has launched a brand new skincare product for glowing skin
Fan of the Magic Facial sheet mask? Charlotte Tilbury is back with a brand new skincare launch
By Lucy Abbersteen •