TikTok’s recent decision to ban beauty filters for users under 18 has raised significant questions about the future of the app, especially considering its large teen user base and its profound impact on the beauty industry.
The Bytedance-owned platform argues that the move will help protect the mental health and self-esteem of young people by eliminating filters that enhance physical features like lips, eyes, and skin. Christine Grahn, Head of Public Policy & Government Relations at TikTok, stated, “Keeping our community safe is our priority, and by the end of 2024, we will have invested nearly €2bn globally in these efforts this year alone.”
This ban follows a report commissioned by TikTok that explored how filters affect the self-esteem of young people. TikTok’s owner is also facing political battles in the U.S., where lawmakers are pushing for a potential ban of the app unless it is separated from its Chinese owner. Meanwhile, other countries, such as Australia, have introduced their own social media restrictions for minors, with Australia even going so far as to ban social media use for under-16s in November.
Unregulated Platforms Could Benefit from TikTok’s Beauty Filter Ban. With TikTok’s new restrictions, the beauty filter ban may push users, particularly teens, toward other less-regulated platforms where they can still access similar features. These unregulated platforms may thrive as young users look for ways to continue enhancing their appearances digitally, potentially fueling the rise of alternatives where beauty filters are not restricted.
Despite TikTok’s move towards authenticity, where unpolished content is often more successful, the use of beauty filters had become a widespread trend. Caitlin Jardine, Social Media Manager at Ellis Digital, notes, “Advancements in technology and AI adaptations that distort appearance such as beauty filters dilute this concept for the more impressionable teens, who are vulnerable to the pressures to conform to unattainable beauty standards.” TikTok’s decision to ban these filters comes amid growing global concerns about the impact of social media on mental health, especially for young people.
Unregulated Platforms Could Benefit from TikTok’s Beauty Filter Ban. As TikTok enforces this ban, other platforms that are less stringent in regulating filter use may see an increase in user engagement. This could create a fragmented social media landscape where some platforms push for mental health-conscious regulations while others cater to users seeking unrestricted beauty enhancements.
While some argue that the ban could help cultivate a more authentic online environment, encouraging teens to embrace their natural selves, others like Siena Woods, a Social Media Specialist, believe that banning filters for younger users won’t solve the deeper issue of unrealistic beauty standards. “Content creators over 18, who are still going to be creating videos, will appear airbrushed, which will still be perpetuating an unrealistic beauty standard,” Woods explains.
The beauty filter ban could lead to new dynamics in the beauty industry and influencer marketing. Thomas Walters, CEO of influencer marketing agency Billion Dollar Boy, believes that brands and content creators will need to adapt. Redirecting advertising budgets from “filter-driven campaigns” to more authentic content could lead to fresh creative approaches. “This shift could spark fresh creativity, much like what we have already seen in markets with stricter regulations, such as the Nordics,” Walters adds.
Unregulated Platforms Could Benefit from TikTok’s Beauty Filter Ban. While TikTok’s ban may position the platform as more ethical, promoting a healthy digital environment for young people, it also opens up opportunities for competitors in the unregulated space to cater to users looking for the same digital beauty enhancements they’re accustomed to.
