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

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