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ASA has decided that filters should not be used. This is especially true if the filter exaggerates the effect of the cosmetics or skin care items being sold. This means makeup influencers cannot use filters that change the color or texture of the products they are advertising.
British influencers, brands and celebrities are expected to follow the new rules. The decision came in response to a campaign #filterdrop, which aims to make it mandatory influence say whether they use filters when promoting beauty products.
Makeup artist and model, Sasha Pallari, started this campaign in July 2020. She wants to see more “real skin” featured on Instagram.
“I am very satisfied with the results and how serious ASA has taken the investigation for the last six months,” he said as quoted by The Sun.
“I think whoever is online have the right to do what they want and post what they like, however, taking advantage of the audience and changing product performance through filters / editing is absolutely necessary to monitor, “he said.
“The pressure on women to look a certain way is beyond the reach and increase of online, so my fault is never on influencers who feel they can’t post unfiltered, but something has to change on the platform and through the brands that accept it, content that fits,” he said again.
“There are so many changes that need to be made online, but this is definitely a big step towards transparency for the online beauty industry,” he concluded.
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