In today's beauty-obsessed society, and people's fascination with airbrushing, it can often be difficult to tell the difference between reality and fantasy. With an infinite number of beauty ads flooding social media on the daily, it's not hard to understand why many women (and men) feel the need to use filters to edit their selfies.

It's no secret that most of the beauty ads we see are heavily retouched, yet it seems we are quick to forget. But now, fed up Instagram influencers are banding together to fight for stricter guidelines on how beauty products are advertised online.

Makeup artist, Sasha Louise Pallari, started the #FilterDrop campaign to encourage women to post photos and be proud of their natural faces. The campaign has since gone viral and exceeded Sasha's initial mission.

Sasha submitted a complaint to the Advertising Standards Authority (ASA) in the UK, and they responded by ruling against advertisements that “misleadingly exaggerated the effect the product was capable of achieving.” Their response has been refreshing in the Instagram world.

1. The ASA discovered that the tanning brand 'Skinny Tan' had used an in-app filter to enhance influencer Elly Norris' tanned look for their ad campaign.

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