Introduction to Augmented Reality Beauty Filters
The use of augmented reality (AR) effects in social media platforms, particularly in the sweetness and makeup industry, has change into increasingly popular. Makeup artist Lisa Potter Dixon created AR effects for Instagram that focused on three beauty themes: sparkle, sequins, and retro. However, what’s notable about her approach is what she selected to go away out of her filters. Unlike many other AR effects, Dixon’s filters didn’t alter or enhance the user’s complexion or add thick lashes. This decision was partly on account of her personal style but additionally a response to the UK’s Advertising Standards Authority’s latest rule regarding social media filters.
Regulations and Guidelines
The UK’s Advertising Standards Authority has introduced a rule stating that social media filters will not be allowed to exaggerate the consequences of advertised beauty products. This move reflects a growing concern in regards to the potential for technology to misrepresent reality and mislead consumers. Other tech platforms, reminiscent of Pinterest and Instagram, have also taken similar measures. Pinterest, as an illustration, introduced AR makeup try-on last 12 months, which refrains from smoothing out the skin or making any alterations aside from applying the lipstick or eyeshadow product. Instagram temporarily prohibited effects that modified the face in 2019 and later relaxed the rules to stop effects that directly promote or encourage cosmetic surgery procedures.
Ethical Considerations
The decision to stop plastic surgery-related effects and other alterations is driven by the will to create a positive experience for users and to avoid promoting unrealistic beauty standards. Spark AR, the platform behind Instagram and Facebook’s AR experiences, has stated that it wants its effects to be a positive experience and has re-evaluated its policies to prioritize well-being. The ASA has concluded that while the usage of filters in ads will not be inherently problematic, marketers must concentrate on the general impression and context of ads to avoid misleading customers.
Industry Response and Debate
The issue of AR beauty filters has sparked debate amongst social media experts, with some researchers coining the term "Snapchat dysmorphia." Social media consultant Matt Navarra notes that the present regulations are essentially the most outstanding examples of intentional rules regarding the ethics of AR beauty filters. Allison Ferenci, CEO of Camera IQ, a creative platform for makeup brands, says that ethical considerations of AR effects are often debated amongst brand clients. Ferenci emphasizes that understanding these considerations is crucial for brands.
The Future of AR Beauty Filters
As fashion and wonder brands proceed to experiment with AR filters, it’s essential to contemplate the potential impact on users. The full effect of those filters often goes beyond digitally applying the product being marketed, and a few may alter the user’s appearance in significant ways. Celebrity makeup artist Lisa Potter Dixon’s approach to AR effects, which adds digital sequins and sparkles without enhancing the user’s features, offers a more nuanced and responsible approach to AR beauty filters.
Conclusion
The use of AR beauty filters has sparked essential discussions in regards to the potential impact on users and the necessity for responsible and ethical practices. As the industry continues to evolve, it’s crucial to prioritize well-being and avoid promoting unrealistic beauty standards. By understanding the regulations, guidelines, and ethical considerations surrounding AR beauty filters, brands and users can work together to create a positive and responsible experience for all.
