“Everything started on a Friday night in 2020 when I posted a story on Instagram asking people to share their unfiltered selfies.
“I’m a make-up artist by profession so my feed was often full of beauty photos, but I noticed I hardly ever saw photos showing real skin. Everyone was filtering their pictures so heavily, it was as though wrinkles, pimples or fine lines didn’t exist.
“When I saw an influencer promoting a beauty product in a sponsored story in which filters had clearly been used, I knew something had to change. So, I put out a call for unfiltered selfies on Instagram, asking people to share their pictures using the hashtag #FilterDrop. The idea spread like wildfire. It turned out thousands of others desperately wanted to see real faces on social media, too.
“I decided to campaign for changes to the rules that regulate advertising on social media. I wrote to the Advertising Standards Authority (ASA), expressing my concerns. It took six months of discussions, but in February 2021 the ASA ruled that brands, influencers and celebrities who promote skincare and make-up on Instagram shouldn’t use filters that exaggerate the product’s effects.
“I know how difficult it can be to give up filters, because I was once addicted to them myself. But, from the brands we support to how we interact with social media, our small choices can make a big impact. When the ASA ruling came through, it was a massive moment. I burst into tears. This now means that we’re more likely to see real faces on Instagram.
“If you’re passionate about changing an area or issue that means something to you, here’s how to go about it…”