#UnderTheInfluencer - beauty activist's anti-filter movement backed by social media expert
Sasha Pallari says filtered content from brands and Influencers can be damaging for consumers
Last updated 5th May 2021
As our #UnderTheInfluencer campaign reaches its halfway point, a social media expert has told us that she backs a woman who is calling for more "real skin" on Instagram.
Beauty activist Sasha Pallari is challenging brands that promote cosmetic products through filtered photos, saying they give a false impression.
Editing content in such a way often makes the skin appear smoother, brighter and clearer than reality, which the Bristol resident argues can be damaging for consumers.
According to the make-up artist, not only can filters deceive audiences regarding the effectiveness of products, but are also potentially making people feel worse about their own appearance.
'We live in such an unrealistic society of beauty standards'
Pallari launched her #FilterDrop campaign in June 2020.
The project's ambition is two-fold. The activist is urging firms - who she says "falsely advertise" cosmetics with a filter - to be more responsible, as well as making people less dependant on using filters day-to-day.
At the time, the curve model told her Instagram followers that she hoped "people are going to look at those photos and they're going to see real texture. They're going to see real flaws and then that's going to make them feel good enough.
"We live in such an unrealistic society of beauty standards, of weight, of body image. The more real we see, the easier this is going to get.
"You see filters more than you don't see filters ... if we all try to use them less, we're just going to be more accepting of who we are without them," she added.
ASA Ruling
In February 2021, Instagram's UK watchdog made a landmark ruling regarding the use of filters in sponsored content.
The Advertising Standards Authority (ASA) released new guidance, in direct response to the #FilterDrop initiative.
The watchdog said photos and videos should no longer "misleadingly exaggerate the effect the product is capable of achieving".
The ruling followed the ASA investigating two incidents where Influencers had utilised filters to advertise tanning products.
"Each used a filter which appeared to manipulate the colour of their skin and their overall complexion.
"Because the filter effects were directly relevant to the intended purpose of the product, they did exaggerate the potential results, and the ads were therefore misleading," the ASA added.
Responding to the outcome, Pallari said she was "so proud".
'How do you police it?'
We have spoken to Instagram expert Saskia Marriott about Pallari's campaigning.
The 24-year-old, a Social Media Executive at online fashion brand ISAWITFIRST, says she supports the movement - but explained that controlling filter usage could be problematic.
"I completely agree with it (Pallari's work) and I know as a company as well we do," she told Hits Radio.
"I think that it's really important to voice if you're editing your photos - may be you should have to say so? Because if you know it's not reality, then it's not going to affect how you look at yourself.
"It's really difficult, because how do you police it?"
'When you're changing your features, that's when it steps over the line'
Whilst she backs #FilterDrop, Marriott suggests that doctoring images is acceptable to some degree.
"I don't disagree with editing to the extent of making it brighter, or making it look sunny when it's not sunny.
"But when you're changing your features, whether because you feel like you have to or you want to, that's when it steps over the line.
"I think there is a massive difference between editing your picture to make it look more professional and editing it to where your face, body and everything else is just a complete lie," she added.
In response, bosses at Facebook - which owns Instagram - have told us they take the wellbeing of users "seriously".
A Facebook company spokesperson added: "(We) are committed to making Instagram a positive place for everyone, especially young people".
Over the coming days, Hits Radio's #UnderTheInfluencer campaign will delve deeper into the pitfalls of the Influencing industry - for producers and consumers alike.