Q&As

Can ‘beauty’ filters be used by influencers in sponsored advertisement posts for cosmetics products?

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Published on LexisPSL on 09/02/2021

The following TMT Q&A provides comprehensive and up to date legal information covering:

  • Can ‘beauty’ filters be used by influencers in sponsored advertisement posts for cosmetics products?

Can ‘beauty’ filters be used by influencers in sponsored advertisement posts for cosmetics products?

Filters are a feature often included on social media apps, such as Instagram, Snapchat and TikTok, which enable users to quickly edit an image, usually of their face, by applying a pre-set edit to that image. Many types of filter exist and they are used for a variety of purposes ranging from filters intended for humour, to ‘beauty’ filters, which exist to accentuate, alter or exaggerate a person’s features in a manner the user finds aesthetically pleasing.

Initially, the only filters available on social media apps were those produced in-house, however, many of these sites now allow for third party content creators to design and upload their own filters, which has drastically increased the amount of filters available to users.

The Advertising Standards Authority (ASA) has held that, while the use of filters in advertisements is not inherently problematic, advertisers of cosmetics products must take particular care not to exaggerate a product’s efficacy or otherwise

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