Online dating app Plenty of Fish has banned the use of photo filters in its app, claiming that its users want more authenticity in dating.
The company said it will carry out a full audit of 70 million images on its platform, and remove any images that are too heavily filtered. It will also vet any new photos being uploaded.
It will focus primarily on 'lens' filters popularised by social media apps such as Snapchat, which overlay digital images onto the user's face - so you may get away with a light colour filter to hide blemishes or make yourself appear slimmer.
However, Plenty of Fish is encouraging users to present an true-to-life image of themselves, after a survey of more than 2,000 US singles revealed that 84% want more authenticity in dating.
Over half (52%) of respondents think photo filters should be banned from dating apps, and one in three (30%) said they have avoided messaging someone on a dating app because their photos were too heavily filtered.
Findings also show that it’s probably not photos that make it or break it for daters.
65% of singles would rather see more information on someone’s dating profile than more photos, and 70% want their own dating profile to be more reflective of their true selves.
"One of the most important findings in the study is that singles are not interested in seeing an idealised depiction of potential partners through edited photos and unrealistic positive self-descriptors,” said Dr Cortney Warren, a certified clinical psychologist and author.
"The truth is, singles want more honest, authentic depictions of others and themselves on dating apps.
"A more realistic portrayal of each individual will not only be refreshing, but also lead to more meaningful connections."
The report also found that 60% of millennial women report feeling immense pressure to appear perfect.
Earlier this year it was reported that one teenager had become so addicted to Snapchat filters she was bed bound - because she couldn't bear to look at herself without one .
