It is more than natural, when you try to evaluate an area of your life or a characteristic of your personality, to seek external validation through comparison. By comparing yourself, intentionally or more often – unintentionally, you can either develop a sense of rectitude on your life choices, or – in most cases – feel not good, rich, smart or whatever enough.

The theory of social comparison was initially introduced by the social psychologist Leon Festinger in 1954 and it explains that people tend to gain validation on their opinion and abilities by comparing themselves to other people. Comparison, in general, can be upward, where a person looks up to someone who in their believe is superior, and self-esteem boosting downward comparison to someone they believe is in a lower position.

               With the rise of social media which allows us to be more and more closer to other people’s life, a new layer has been added to the psychological construct of the comparison: social self-comparison.  While the traditional social comparison is targeted towards the others, the social self-comparison is actually directed and projected on ourselves. An if comparing yourself to your imaginary version of you can be a driving force for improvement and growth, AI tool functionalities on social media allows you on one click time to instantly see the „better version“ of yourself.

Plummer lips, smoother skin, slimmed face, better fitting eyebrows, longer lashes. With the so-called beauty filters on social media like Instagram TikTok and Snapchat, the comparison has evolved to comparing yourself not with the others, but with a better, more beautiful and appealing version of yourself.

               The beautifying functionalities have gained massive popularity not only with adults but with children and young people as well. What it seems a harmless and fun to use feature, the beauty filters caused numerous controversaries and were an object of studies on their impact on the mental health of the users. According to different studies, the excessive use of them can lead to developing insecurities over one’s appearance and the perception of normal body flaws. Children and young people are especially vulnerable to filters which correct and alter their appearance.

               Numerous studies have found a link between excessive social media use resulting to mental health outcomes such as depression and anxiety. Young girls are especially vulnerable as studies report that 50% of them do believe that they need to edit their pictures and 77% say that they need to use a beauty filter to hide a certain part of their body or cover a flaw. Beauty filters can also encourage eating disorders and body-dysmorphia.

In October 2023 41 states filed a complaint against Meta for injunctive and other relief: People of the State of California v. Meta Platforms Inc., 4:23-cv-05448, US District Court, Northern District of California (Oakland). One of the accusations in the 217-page document is that Meta is promoting features such as appearance-altering filters which can lead to eating disorders and body dysmorphia in youth. In addition to that, it is claimed that Meta is deceiving the public by representing in its public communications that its Social Media Platforms do not allow content that promotes or encourages eating disorders while actively choosing to retain Platform features known by Meta to promote those disorders, despite expert warnings about resulting harms to young users. Meta, of course, rejects all the accusations claiming that the connection between the beauty filters and mental health illness is not scientifically proven and the accusations of the developing mental health problems through social media filters needs to be concrete.

In another lawsuit, this time against TikTok – People of the State on New York v. TIKTOK; BYTEDANCE,  Supreme Courte of the State of New York, Index No. 452749/2024 –  it is stated that the beauty filters encourage unhealthy, negative social comparison, body image issues, and related mental and physical health disorders. Beauty filters can create impossible standard for teens who are forming opinions of themselves, and which teens receive as unmistakable message that they are „not enough“. It is claimed that TikTok provide filters like „Bold Glamour“ despite knowing they could harm young users’ mental health and well-being.

The tech giants themselves appear to be aware of the problem and  recent research report, commissioned by TikTok, identified that the teens using the social network make a clear distinction between funny filters and filters which aim to alter the appearance. TikTok claims that in response to these insights an age restriction effects will be implemented, as well as more information on how an effect might change the appearance if applied.

The European Commission, in its 2024-2029 priorities, demonstrates a firm intention to protect the mental health of children and young people from excessive screen time and use of social media. It is soon expected an EU-wide enquiry on the broader impacts of social media on well-being and the appearance altering tools on social media are likely to be included.

            The protection of young people’s mental health should indeed be a priority when regulating different tools on social media. The future holds the answers if the appearance-altering functionalities will face stronger restrictions. However, there also should be efforts in education of children and young adults for the possible risks.