Face the filter: The future of ethics and beauty AR social media technology

By Sarah Parsons | Published: 27-Apr-2021
Regulatory Marketing

Regulations addressing the use of filters in advertising are sparse. Fortunately, things are beginning to change, but will it be enough to counter the normalisation of the ‘filtered’ look?

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Consumers have a love-hate relationship with social media filters. Whether they're looking for a bit of fun by finding out which Disney princess they are, or retouching their skin for a spontaneous selfie, the technology is as divisive as it is entertaining.

With more than 500 million people using Instagram's Stories function every single day, and one third of the most-viewed Stories coming from brands, it is clear that the technology is an important platform for marketers. But the use of filters on social media is a widely debated issue, attracting the attention of

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  • Advertising Standards Authority (ASA)
  • CVS Health
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