The Advertising Standards Authority (ASA) has formally decided that influencers in the UK will not be allowed to use filters in any promotional (advertising) post.
This means that celebrities, influencers and brands should not use filters to promote a product if it distorts or exaggerates its results - and therefore deceives potential customers.
Any post that does this will be removed from Instagram and will not be able to be reposted.
The decision comes in response to the #filterdrop campaign, launched by influencer Sasha Pallari, who called on influencers and brands to find out if they had used filters in posts promoting products.
View this post on Instagram
"This is just the beginning. I started this campaign eight months ago and what we have achieved together has been great," she said on Instagram.
Sasha Fallari says for BBC:
"Continuing with these steps, whenever someone promotes a skin care product or something similar, we will have the opportunity to see real skin, real texture and true shapes of the nose, lips, etc. The amount of people who will no longer compare themselves to a bunch of filters will be impressive. We achieved this and I am very proud. "
In recent years the authority has also made changes regarding the products being donated for advertising or other issues of online marketing and not only.
