Gleam Futures has announced they are asking their influencers to avoid the use of hyper-realistic filters, or when used declare the filter using #filtered to allow full transparency to the influencer’s followers. The talent agency’s stance has been fuelled by the rise in popularity of TikTok’s ‘Bold Glamour’ AI filter which changes the user’s features to achieve a prescriptive view of beauty.

Gleam Future’s managing partner Melanie Kentish commented stating: 

“Filters were and continue to be a form of creative expression. However, appearance changing filters go beyond fun and we believe undo a lot of the good work that’s been done by so many championing authenticity and celebration of being our true selves. As we are currently in a mental health epidemic, it is important more now than ever, that something is done to prevent harmful content from being published, setting unattainable and narrowly defined standards of beauty.
For this reason, we are asking influencers to avoid the use of these filters or where used include the use of a #filtered disclosure.”