Britain banned beauty filters for ‘affected’ on Instagram

Confusing imagery is over. There is no more excuse that a cosmetic works wonders more than its qualities. And it is over, above all, away from brands to protest against the excesses they have committed Influencers Photograph sponsored by filter. At least it is over in England. The Advertising Standards Authority (ASA), the British advertising self-pollution body, has taken root. It does not prohibit ‘misleading’ beauty filters among private users. Yes it does in case it is a effect Sponsored by the cosmetic brand or not, as long as the brand can benefit from it ‘misleading advertising‘For example, reposting it. In case of infringing it, the agency advises the brand that it should be withdrawn.

The paradox is that initiative does not come from people who should be seen to play fair in advertising (and marketing) Influencers It is still an advanced form of advertising). Trigger was a user, Sasha Pallari, creator of #filterdrop campaign (Removes filter). Something that the Fed Influencers Apply their skin so close to the filter to erase pores and grains and refine Snow White’s fit texture, he raised his voice to condemn these excesses. Able to leave skin smooth and unrealistic, especially against Paris filters.

Neither cheat nor fool them

Pallari warns other users to be trickedPointed to Influencers Who use far less than scammers and brands to allow them to cheat on behalf of others. A big lie that produces Heavy pressure in teenagers unable to feel comfortable with their skin Or with their look because their standards are unrealistic. Then he moved on: he transferred his concern to the ASA. Half a year later, and after a long exchange of emails, the body took action on the matter. The first ban fell on both Stories From Influencers For Skinny Tan Limited and Tanologist. In both, the Perfect Tan filter was abused, which, in addition to tanning, provided an airbrush effect.

Pallary’s triumphant reaction could not be any more emphatic after knowing the proposal: “Nothing happens if you don’t dare to go into the network without make-up, nothing happens if you leave your favorite lighting system Do not appear without and nothing happens if you cannot bear to go out without. A filter. Isn’t it right to trick your audience into spending money on cosmetic products that don’t deliver the results you would believe. Stop filtering to sell your skin ”. In another entry he stated that “If you don’t feel comfortable showing off your naked skin but you want to benefit from publicity, then dedicate yourself to selling bicycles.”

Strange spanish case

Spain is different Also for cases Influencers. “In spain we are still light years away Because there is not Influencers Beauty is fair, at least not at the English level ”, says Juan Fernandez to Pina Public and notorious (Crestes Agency or Babyliss). “We can distinguish three types Influencers. Are the most recent Pharmacist or Dermatologist. On their initiative or paid by the brands, they test the products and comment on their results with them. Followers. They start with the authority that their profession gives them and do not apply beauty filters to show results with total realism. There is another group Influencers Generalist. This profile – Maria Pombo Type – sells her image and, through her, they promote several brands. They take a photo and everything fits in there: pants from one brand, bags from another, hotels, cars and, incidentally, lipsticks. They care more about your global image than how the product looks. Therefore, the application of excessive filters, even if they exist, is more restrained. A third type remains: Professionals in the field Beauty, As makeup artists or hairdressers. In that case, what they comment about the product is not just a photo. In fact, photos can be ugly because what your followers want is someone’s real opinion in this area. It would make no sense to apply beauty filters ”. Makeup artist Natalia Belda belongs to this third group.

Instead of prohibition, tutelary

While ‘Anything Happens in England’ has been prevalent over the years and a tremendous digital type image has become popular, In Spain they prefer a softer reality, though with nuances (Yes, but the filter without getting out of hand). The Influencers They know what else Likes Hang a beautiful picture, in an incomparable setting and with sunset lighting that is an ultra-retouched close-up.

Perhaps that’s why there is still no regulation regarding marketing Influencers. Solo Recommendations of good practice and caution from sponsors. David Caballero, Director of the agency pin up (Maybelline, L’Oréal Paris and Nyx, collaborating with others), accepts Brands and agencies in Spain closely monitor the content that is uploaded to their own networks Influencers. “It is common that they require a contract to validate the material before publishing it. If they see it as too artificial, they do not authorize it, because it is their own image that is at stake. This is why in Spain we do not see those stories with such exaggerated beauty filters as are common among English women. Here they scare us ”. It also recognizes that, in the absence of digital filters, there is a pre-selection of effect To be promoted according to the interests of the brand or product. “It is a normal thing Choose a young and beautiful girl, That there are not too many skin problems ”.

The absence of a standard legal framework for all member states means that in the end they are Brands that implement their ‘suggestions’ indirectly to all countries. In this way, the image of a lipstick is similar to that in Spain, Italy or Sweden. Many times they opt for ‘cut and paste’: the brand gives them text on Instagram with specific instructions for putting a photo in each entry. So all Influencers On this side of the Pyrenees are so suspiciously similar. With or without filter Beauty.

Advertising and beauty filter, thin red line

Stephanie Milla, Director Elem Communications (They work with firms like Sipora, Guerlain…. They say Spain does not have regulations that regulate work Influencers Paid for cosmetic brands. Very little, that of beauty filters. “Blanca Suarez usually says Hashtags #Public or #Add while doing something for #GubLane. But it is not mandatory. That’s what i tell you Mobile cameras allow themselves to pre-install filters before uploading photos to Instagram.. We have celebrity issues meet & Greet with their Followers They do not take pictures with anyone except their cameras ”.

The question remains in the air whether they are planning to do anything about it with large social networks. After all, it is misleading content spread from its pages by millions of people every day. At the request of the BBC itself, those responsible for Instagram decided not to comment. Probably because Nick Bilton explains in the documentary Fake famous, They are also interested in that traffic. Whether you respect the truth or not, the whole truth and nothing but the truth.