Influencer posts banned for ad disclosure despite repeated warnings


The watchdog has banned more social media posts by influencers Charlotte Dawson and Chloe Ferry despite repeated warnings that they are breaking ad disclosure rules.

A Dawson’s Instagram reel, seen in September, was promoting his own line of tanning products and read, “The glow is real thanks to @ dawsylicioustanning … too tanned to fuck super dark and shimmery in my shimmering moisturizer and smell fabulous with my kweeen Chazza hydration mist est ere !! And I have 30% off everything, use code CHAZZA30. “

Representatives for Dawson said she did not realize the post needed to be labeled as an ad because it was a product of her own brand.

The Advertising Standards Authority (ASA) said: “We asked Charlotte Dawson to ensure that she clarifies the business intent of her posts going forward and that her ads are clearly identifiable as marketing communications, for example. example, by including a clear and visible identifier such as “#announcement” at the beginning of the message. “

Dawson received the same warning from the ASA in July for a series of posts to his Instagram account promoting a makeup brand.

In a separate decision, the ASA banned an Instagram post by former Geordie Shore star Chloe Ferry advertising bottled water, which included a link to a site where consumers could buy them, to not clearly indicating that it was an advertisement.

Charlotte Dawson has been promoting her own line of tanning products (Ian West / PA) / AP Archives

A representative from Ferry said she would “ensure that future announcements are properly labeled.”

In June, Ferry became one of four influencers to be first named by the ASA for repeatedly failing to disclose ads on their social media.

It was listed on a new dedicated page on the regulator’s website as it stepped up enforcement action against influencers who do not clearly communicate to subscribers when they received payment for a message despite being put in. keep.

Ferry remained on the list for three months and was subject to enhanced spot checks by ASA surveillance teams.

A third ruling against Scottish makeup artist and YouTube star Jamie Genevieve followed her Instagram post to promote several cosmetics bearing the word ‘Vieve’.

Geneviève’s representative confirmed that she was receiving a salary as a director of Vieve but did not believe the post was an advertisement as it was made on her personal Instagram account without compensation and without editorial control by a third party.

ASA said: “We concluded that the business intent behind the message was not clear from the start and therefore was not clearly identifiable as a marketing communication.

“We asked Jamie Genevieve to ensure that she clarifies the commercial intent of her posts going forward and to ensure that her future posts are clearly identifiable as marketing communications, for example by including a clear identifier. and clearly visible, such as ‘#ad’. “

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