This is not about vanity, it is about fraud. Influencers sell skin creams, teeth whiteners, hair treatments, and diet teas while using the very filters that fake the results. In 2021 the UK's advertising regulator upheld rulings against brands and influencers for misleadingly filtered beauty ads, and France then made disclosure a legal requirement for commercial content in 2023. ASA. If a before-and-after photo is secretly an after-and-filter photo, the consumer is being lied to in exactly the way false-advertising law exists to prevent. Nobody is asking creators to post unflattering photos. The ask is one small label: this image was altered. Honest sellers will survive it. The ones who cannot sell without the filter are proving the point.
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