The recent Steven Bartlett ruling on nutrition product ads serves as a stark reminder of the importance of clear and upfront labelling in influencer marketing.
Steven Bartlett, The Diary of a CEO host promoted products for Huel and Zoe without disclosing his business interests, leading the Advertising Standards Authority (ASA) to deem the ads misleading.
The ASA’s Clear Stance
The ASA has made its position clear: labels must be explicit and unmistakable. Terms like ‘Ad’, ‘Advert’, or ‘Advertisement’ are preferred. Vague or understated labels like ‘Sponsorship’, ‘Sponsored content’, or even just mentioning the brand are insufficient.
Grace Beverley
Earlier this year influencer Grace Beverley broke advertising rules with six posts promoting her fashion brand, Tala. The 27-year-old shared two reels and four TikToks in October which the Advertising Standards Authority (ASA) told her to remove.
Grace shared the videos of her promoting a coat from Tala and the company argued her followers would be aware of her relationship with the activewear brand. However, the ASA disagreed and found they breached rules that adverts must be obviously identifiable.
Key Rules for Influencer Marketing
- Be explicit – use clear and direct language to identify the content as an ad.
- Be prominent – the label should be easily visible without requiring additional clicks or scrolling.
- Be adaptable – ensure the label is clear across all platforms and devices.
- Be upfront – place the label at the beginning of the content, such as in the title, thumbnail, or image.
By adhering to these guidelines, influencers can protect their reputation and avoid falling foul of advertising regulations. Remember, the goal is to build trust with your audience, and transparency is key.