Celebrity warning on online product plugs

CELEBRITIES have been warned to make clear when they are being paid to plug products and services on social media.

Advertising watchdogs will today publish a guide for ‘influencers’ warning them not to mislead their millions of followers.

The move comes after a number were censured for failing to make it obvious their online posts were being driven by money.

Last year it was ruled two Snapchat posts by former Geordie Shore star Marnie Simpson, for tooth polish and coloured contact lenses, failed to clearly indicate they were adverts.

In 2015 an Instagram video of Made In Chelsea’s Millie Mackintosh doing yoga was banned as it was not obvious enough it was an advert for Britvic’s J2O drink.

The new guide by the Advertising Standards Authority’s online body makes it clear posts are classified as advertising if

the ‘social influencer’ is paid in any way – which can include freebies – or if the brand has some form of control over the content.

The Committee of Advertising Practice rules warn against using descriptions such as ‘sponsorship’, ‘sponpsychology

sored’, ‘spon’, ‘#Spon’, ‘Thanks to...’, or just mentioning the brand.

Instead words such as ‘ad’, ‘advert’, or ‘advertising feature’ should be used.

The committee’s director Shahriar Coupal said: ‘ Responsible influencer marketing involves being upfront and clear with the audience, so people are not confused or misled and know when they’re being advertised to.’

Recent studies suggest the biggest celebrities, such as Kim Kardashian with 118million followers on Instagram, make more than £100,000 per endorsement, while even newcomers such as Love Island’s Dani Dyer can earn up to £6,000 for a sponsored post.

‘Don’t confuse or mislead’