BBC’s Instagram star rapped over fashion ‘freebies’
Poster girl for new channel is warned by ad chiefs after complaints over links to brands
‘Advised Jamie to ensure posts are labelled as ads’
HER make-up tutorials, beauty tips and endless stream of glamorous selfies have turned Jamie Genevieve into one of Scotland’s biggest social media stars.
The 25-year-old has also become a poster girl for BBC Scotland’s new channel, which will screen a documentary about her online success.
But despite having almost two million followers on Instagram and YouTube, the former department store sales assistant has fallen foul of Britain’s advertising watchdog.
Miss Genevieve, originally from Tillicoultry in Clackmannanshire, has received an official warning from the Advertising Standards Authority (ASA) for failing to make clear to her followers whether or not she was being paid to promote products on social media.
She is the latest celebrity to be targeted by the ASA amid concerns ‘social influencers’ such as Miss Genevieve – real name Jamie Grant – are not making it clear what is paid-for content and what is not.
Last night, the authority confirmed it had issued a formal Advice Notice to Miss Genevieve over posts that triggered complaints.
The YouTube video saw her endorse clothing from fashion chain Misguided.
On Instagram she posted photos taken during trips to Iceland and Kenya and which have prominent links to Yves Saint Laurent and MAC Cosmetics.
Another two posts include Miss Genevieve holding an A4-sized advert for Yves Saint Laurent make-up and endorsing Glasgow’s five-star Blythswood Square hotel.
The complaints centre on claims the posts do not make it clear if Miss Genevieve was paid or given a freebie for publishing them, which is against advertising rules.
Guidance issued in September made it clear the responsibilities social media influencers have.
Corporate sponsorship is the main revenue stream for influencers, but under the Consumer Rights Act it is illegal to post sponsored content without disclosing it.
If an individual has been paid or given a freebie by a brand it counts as an advert and must be disclosed. Under the rules, adverts ‘must be obviously identifiable as such’.
The authorities rule this can be done by adding clear labels such as ‘ad’, ‘advertising’ or ‘advert’.
Terms such as ‘spon’, ‘in association with’ or ‘thanks to [the brand] for making this possible’, should not be used as they do not make clear if it is an advert.
The ASA received complaints that Miss Genevieve’s posts might have fallen foul of these rules.
A spokesman for the ASA said: ‘We concluded there was a potential problem under our rules. In this case, we issued an Advice Notice to Jamie Genevieve. We issue Advice Notices where we consider there are potential problems but do not consider the issues raised are so significant as to warrant a full formal investigation. In this instance we gave advice to Jamie on how to ensure her posts were labelled clearly as ads.’
Less than four years ago Miss Genevieve was working in a Glasgow department store, selling blusher, lip gloss and foundation.
She began posting how-to videos which earned her endorsements from beauty brands such as Maybelline, Rimmel and Urban Decay. Now she splits her time between LA, New York, New Orleans and Las Vegas. She said: ‘I love doing make-up and always have. I love seeing my recreations on people’s faces when they are transformed.’
BBC Scotland plans to broadcast a documentary on Miss Genevieve in February and says it will show viewers how ‘an ordinary young woman from Tillicoultry went from worrying if she could pay her mortgage to flying in private jets’.
Miss Genevieve could not be contacted for comment last night.