An influencer’s post promoting Primark has been banned for not making it adequately clear it was an advert.
Gabby Allen, a former Love Island contestant, posted a photo of herself in Primark jeans with the caption: “Feeling fab but chilled Wearing these jeans and top from one and only @primark #iworkwithprimark.”
Despite having a commercial relationship with the brand, a Instragram user complained on the post that it was not obviously marked as an ad.
Primark has since confirmed the post was one of Allen’s contractual obligations, and the hashtag has since been updated to say “ad”.
The Advertising Standards Authority (ASA), UK’s regulator for advertising, said both the influencer and brand were jointly responsible in ensuring marketing activity on the account complied with the rules.
Marking ads clearly and effectively is part of the CAP code, advised by the ASA.