The Advertising Standards Authority (ASA), based in the UK, recently banned the use of "misleading" filters in social media campaigns by beauty brands and influencers. The organization stated that these filters should not be used to promote beauty products with an exaggerated efficacy. Any ad that does not comply will be removed and prohibited from appearing again.
A spokesperson for the ASA commented on the ban, stating: “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.”
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