Thousands Of Women Join Instagram's #FilterDrop Challenge To Fight Against Retouched Beauty Ads
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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whatmummadidnext5. Sasha filed complaints to the ASA about the two ads, later hearing the news that it had been ruled that using filters in these cases was a breach of the CAP Code rules.
bbcwest6. “We understood that the filter 'Perfect Tan' by Bianca Petry resulted in a significantly darker skin tone. The filter’s effects were therefore directly relevant to the intended effects of the product,” the ASA stated regarding the 'Perfect Tan' case.
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glamityjane8. According to the ASA's assessment, “The ads breached CAP Code (Edition 12) rules 3.1 (Misleading Advertising) and 3.11 (Exaggeration).”
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12. An order was issued for the ads to be deleted, with the ASA stating, “The ads must not appear again in the form complained about. We told Skinny Tan and Ms. Norris not to apply beauty filters to photos which promoted beauty products if such filters were likely to exaggerate the effect the product was capable of achieving."
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14. “Hi guys, I wanted to tell you all about how I’ve been tanning my face recently using these Tanologist face and body drops,” Cinzia said in a clearly airbrushed video.
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16. The ASA is cracking down hard on the influencer market which is renowned for using misleading filters to promote beauty products.
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19. The ASA added, “Because the ads conveyed a tanning effect of the product, we considered that the application of the filter 'Perfect Tan' by Bianca Petry to the images was directly relevant to the claimed performance of the product and gave a misleading impression about the performance capabilities of the product."
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20. Here's to seeing many more beautiful, natural faces online in the future!
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21. A similar case was an ad campaign for 'Tanologist Tan,' which was shared by influencer Cinzia Baylis-Zullo.
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