TikTok’s beauty filter ban for under-18-year-olds is the latest in a series of changes to teens' access to, and usage, of social media.
The Bytedance-owned goliath claims that its ban will better protect youth by removing filters that create bigger-looking lips, eyes and smoother-looking skin.
“Keeping our community safe is our priority and by the end of 2024, we will have invested nearly €2bn globally in these efforts this year alone,” Christine Grahn, Head of Public Policy & Government Relations, Europe, at TikTok, explained in a statement.
The ban follows a report commissioned by TikTok which assessed the impact that filters have on the self-esteem of young people.
This is all happening while its owner is fighting a US bill to ban the use of TikTok in America unless the app is divested from its Chinese owner.
Aside from TikTok, Australia made history by outright banning social media for under-16s in November this year – including Snapchat, TikTok, Facebook, Instagram and X.
Instagram, meanwhile, introduced Teen Accounts in September to provide a safer experience for users under 16.
But do these new measures go far enough in protecting young people engaging with content, or will harsher restrictions prompt them to seek out unregulated platforms for their beauty fix?
The beauty filter conundrum
TikTok has championed itself as a platform of authenticity from its inception, with less polished content typically performing well on the site.
The use of filters, therefore, feels almost paradoxical with that ethos, Caitlin Jardine, Social Media Manager at digital agency Ellis Digital tells Cosmetics Business.
“Advancements in technology and AI adaptations that distort appearance such as beauty filters dilute this concept for the more impressionable teens, who are vulnerable to the pressures to conform to unattainable beauty standards,” says Jardine.
“The decision to ban filters is likely due to growing awareness of the impact social media has on mental health at a national as well as global level.”
Research published by the Mental Health Foundation in 2019, which surveyed British teenagers aged 13 to 19, found that social media had an impact on self-esteem.
Four in ten teenagers surveyed (40%) said images on social media had caused them to worry about body image, according to the data.
But the move feels like the industry is attempting to catch up to the standards which already exist in print media to a degree, Jardine adds.
“There are laws that demand that photoshopped images used in advertising must carry disclaimers, and the UK’s Advertising Standards Authority banning overly retouched ads that mislead consumers,” she continues.
And in the longer term, Jardine says TikTok's decision to ban beauty filters for teens may begin to reshape how young users perceive themselves online.
“Over time, it could cultivate a more authentic online environment, encouraging teenagers to embrace their natural selves rather than seeking validation through heavily edited images,” Jardine adds.
The filter ban could push teens towards less-regulated spaces online
Lindi Mngaza, founder and managing director of Explode Social Media
However, Social Media Specialist Siena Woods says the filter ban is not going to solve the issue of self-esteem easily.
“Content creators over 18, who are still going to be creating videos, will appear airbrushed, which will still be perpetuating an unrealistic beauty standard,” says Woods.
“I think it is all well and good to ban the filters, but influencers, content creators and the community need to be seen supporting the move.”
Thomas Walters, Europe CEO and co-founder of influencer marketing agency Billion Dollar Boy, says brands and creators may need to adapt as a result of the ban.
This means redirecting ad dollars previously spent on “filter-driven campaigns” toward “more authentic content and innovative storytelling”.
“This shift could spark fresh creativity, much like what we have already seen in markets with stricter regulations, such as the Nordics,” adds Walters.
“It’ll be interesting to see how TikTok enforces the ban and how effective it is at preventing under-16s from using beauty filters.”
However, Waters agrees there is a strategic benefit for TikTok itself in applying the ban – reassuring not only young users and their families but also brands and investors.
“It positions TikTok as a platform that prioritises ethical practices, potentially driving greater trust and investment from advertisers,” he continues.
Did Australia go too far?
TikTok is banning beauty filters, but leaving humorous ones like animal ears
Australia has brought the hammer down hard on social media by banning it completely in the country for under-16s.
It is not the first country to implement full bans on social media, with India banning TikTok in 2020 following a military clash along the India-China border.
But when focusing on the teen aspect, Lindi Mngaza, founder and managing director of Explode Social Media, says comparing Australia’s move with TikTok’s beauty filter ban feels like night and day.
“I do not think cracking down on social media or stopping it is a good thing, because it is not going anywhere, ” Mngaza explains.
“TikTok is one of the fastest-growing platforms in the world, and when people try to ban it people will find a way around it.”
This extends to the beauty filter ban, says Jardine, and could potentially see a backlash from teens who have grown accustomed to filters.
“It could encourage them to seek alternative apps or platforms that still offer these tools, pushing them towards less-regulated spaces online,” she adds.
“It could also provide an opportunity for third-party apps to take advantage of these teens who continue to fall victim to an over-ruling societal demand of ‘perfection’, in presenting themselves in their most idealistic state online.
“Additionally, some may perceive the ban as unfair even, in a space where they are used to having creative freedom and view as their own.”
Jardine is also concerned that without proper education or alternative features to engage teens, the platform might see reduced engagement from this demographic.
A safer yet still creative future
There is not one easy and simple solution, but Mngaza believes that educating youth on using social media “healthily” is still an important step over bans.
This is not just to protect teens from harmful content online, but also to allow them to be “inspired by the platform and build future careers from it”.
“A lot of children and younger kids have the potential to start amazing businesses and careers from social media, so you are limiting them having the ability to do that by banning platforms,” says Mngaza.
“There is also so much positivity that comes from engaging with like-minded communities it would be ridiculous to ban it based on one sort of small area of it not being good.”
There is also a place in the industry for teen-only social media accounts, Mngaza continues.
However, beauty brands aiming their content at under-18s should still be mindful of how they communicate on these teen-only platforms.
“What works well is real models and people that don’t fall into that traditional aesthetic beauty look,” says Mngaza.
Overall, it comes down to the social media industry constantly trying to balance innovation with the demands for responsibility, Jardine concludes.
“With measures aiming to protect younger users, consideration must be had to preserve the positive aspects of social media, such as creativity and community,” Jardine adds.
“This will involve adapting quickly and investing in policies and features that prioritise user wellbeing while maintaining engagement.
“Platforms must proactively adapt to these changes, or risk losing control in facing even stricter government intervention.”