ASA Bans Misleading Filters

by | Feb 5, 2021

The ASA have banned beauty brands and influencers from using ‘misleading’ filters on social media.

This development follows the #filterdrop campaign, which was started in July 2020 by make-up artist Sasha Pallari.


@sashalouisepallari wrote on Instagram: “#FILTERDROP was created as an extension of everything I believe in for beauty. I’ve worked in this industry for almost ten years and with this campaign, I’ve changed how it will be seen online. Six months ago I spoke to the ASA about the damage of these filters as I felt there needed to be stricter guidelines around how products and cosmetics were advertised online. It felt like I was holding my breath each time I was updated this case was being taken further to each stage. On 22/01/2021 I received an email stating that “the outcome of the rulings chosen mean it is now advised that brands/influencers/celebrities are not to apply filters to photos which promote beauty products if such filters are likely to exaggerate the effect the product is capable of achieving, even if the name of the filter is referenced in the Instagram story.” Today those rulings have been put in place and it’s because of this campaign. There are a lot of important things that need to be changed online but this was still one of them and I would do anything to go back and tell 12-year-old Sasha she was going to do this. I used to drastically edit my pictures, I used filters, I spent every waking minute of my days wishing I looked like someone else. This is still only the start. I started this campaign eight months ago and the amount we’ve achieved together has been mind-blowing. Every single share, comment, like and action has meant I’ve kept going 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 texture, 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.”


The ASA have said that filters should not be applied to promote a beauty item that could exaggerate its efficacy.


A spokesperson for the ASA told the BBC: “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.

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.”

Related reads:

Beauty-full things to watch over the festive season 

Beauty-full things to watch over the festive season 

As the weather becomes colder, nights become darker, and we start counting down the days until the festive season…what else is there to do other than wrap up warm and settle in to watch some good television? If you have also exhausted your favourite Richard Curtis...

For more information, check out:


Stay on top of what's happening across the British beauty industry with our weekly news updates, delivered straight to your inbox.

Thanks for subscribing to receive news updates from the British Beauty Council.

Pin It on Pinterest

Share this on social: