ASA Bans Beauty Brands & Influencers from Using ‘Misleading’ Filters
Grace Mahas — February 8, 2021 — Marketing
References: asa.org.uk & cosmeticsbusiness
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.”
Image Credit: Shutterstock
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.”
Image Credit: Shutterstock
Trend Themes
1. Filter-free Marketing - As the use of filters in beauty product campaigns is now banned, there is an opportunity for brands and influencers to promote their products through authentic, unfiltered content.
2. Transparency Marketing - The ban also creates an opportunity for brands and influencers to adopt transparent marketing tactics and promote their products based on factual information and real-life results.
3. Filter Detection Technology - The ban on filters may lead to the development of filter detection technology, allowing brands and influencers to ensure their content is authentic and compliant with advertising standards.
Industry Implications
1. Beauty Industry - The beauty industry will need to re-evaluate their marketing strategies and focus on authentic, transparent campaigns that showcase real product benefits.
2. Influencer Marketing Industry - As the regulations surrounding influencer marketing become more stringent, the industry will need to adapt by providing more guidance and training to influencers.
3. Social Media Industry - The social media industry may need to develop new features or algorithms to detect and remove misleading filters from advertisements and protect consumers from false claims.
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