Ad watchdogs target online ‘inf luencers’ over claims
Blogger used edited images to promote beauty product
ADVERTISING watchdogs are clamping down on online ads, including a recent Facebook advertisement about a diet that allows you to live ‘without the need for food’.
The spotlight is also being turned to online ‘influencers’, with the first ever complaint against a blogger, Rosie Connolly, being upheld by the Advertising Standards Authority for Ireland after she was found to have used edited images of herself used to promote a beauty product.
The latest complaints released by the ASAI found that 13 out of 16 advertisements were found to be in breach of their rule, including three that were posted to online platforms.
A complaint against leading make-up brand Rimmel and beauty blogger Ms Connolly was upheld after they collaborated to promote a line of Rimmel’s concealer and foundation. The advert featured an image of Ms Connolly, and featured on Rimmel’s Facebook page and the blogger’s Instagram account.
The post on Rimmel’s Facebook page stated: ‘The stunning RosieConnolly.ie putting our NEW Lasting Finish Breathable foundation and concealer to the test! Long-lasting make-up with an ultra-light and flawless coverage that lets your skin BREATHE. Have you tried it yet?.
Ms Connolly’s Instagram account wrote: ‘Trying out the new @rimmellondonire Lasting Finish Breathable 25 hour foundation and concealer today!
Living ‘without the need for food’
This foundation has such a stunning finish and is super affordable, as well as having an anti-oxidant formula which is great for problem skin. Head to my Snapchat or Insta story to see how I applied it, and how it lasted all day. Great for being on the go, and a 10/10 from me. #FreeYourSkin #Rimmel #LiveTheLondonLook #adHealth.’
While the post was labelled as a paid partnership, the ASAI received a complaint that Ms Connolly’s face had been ‘filtered and photoshopped’, and that people may buy the product believing they would achieve the same results.
The ASAI committee ruled that image filters which exaggerated the effects of a product could give a false expectation to consumers, and that this image was likely to mislead the public. Following the complaint, both Rimmel and Ms Connolly removed the posts.
Responding to the ASAI, Ms Connolly said that the complaint should be addressed to Rimmel as they had approved the images when she sent them to the cosmetic company.
In a statement last night, Rimmel said: ‘Our posts are never intended to mislead... all Instagram posts relating to this case were removed soon after the initial complaint was made.’
A different complaint to the ASAI related to a Facebook post promoting a talk from a woman who claimed that a technique known as ‘breatharianism’ allowed her to live for a year ‘without the need for food’. Featured in a Facebook post by lifestyle magazine and website Positive Life, ‘Positive Nights: Sofia Waapiti Ra on Living as a Breatharian’ referred to the presenter living ‘without the need for food’ after developing ‘the ability to draw life force energy from other sources’.
Positive Life defended the post, stating the talk represented an opportunity to hear someone’s experience and that people where not being encouraged to take part in the practice.
Although the advert clarified this process was not one ‘to be taken lightly’ and required a ‘long preparation period’, the ASAI found it was ‘condoning a dangerous behaviour’. When contacted by the Irish Daily Mail, Positive Life said it had removed the post and had no further comment to make.