AANA Says Influencers Continue To Breach New Ad Standards

I want like on instagram! Crazy subscriber addicted people person concept. Close up photo portrait of attractive funny cheerful toothy lady using holding cellular in hand isolated bright background
SHARE
THIS



The Australian Association of National Advertisers (AANA) has called out several influencers for breaching its code of advertising ethics.

The AANA updated its code of ethics in February this year, with the update including that influencers had to always disclose if a post was part of a sponsorship or partnership with a brand.

The update came in an effort to make sure influencers were being transparent when it came to the products they were marketing. It also identified the correct hashtags influencers need to use on posts to comply with the new guidelines – #advertsing or #ad.

If advertisers don’t abide by AANA’s standards, they can face hefty fines.

Fitness influencer Sophie Guidolin shared a gallery of photos of herself and a young boy on her Instagram in activewear. Guidolin also tagged the brand Reebook in her post.

The caption on the post said: “Back doing run club with Ryder. When we land he is straight into footy season, and let’s just say today hurt. The beauty of travelling with only 1 versatile pair of shoes pays off- my nano x1’s perfect for running, skipping, weights and more! @reebokau.”

Ad Standards then received a complaint that alleged the social media post was misleading and that the post did not make it clear if it was advertising or not.

Reebok disclosed that Guidolin and the brand had a long-term working relationship and that Guidolin had signed an endorsement deal with the activewear brand for all of 2021. However, the brand said this particular post was not part of its business relationship with Guidolin.

In defence of the claim, the brand said: “We have not provided Ms Guidolin with any statements to make in relation to our products and therefore cannot be said to have control over the post.”

However, Ad Standards ruled that the post could still be seen as an extension of her commercial relationship with the advertiser and upheld the complaint.

Guidolin removed the post from her social media.

Guidolin is not the only influencer who has been called out for not complying with the new code of ethics.

Carly McDonagh was called out after she posted a photo of her with a ‘wave wand’ by Bondi Boost. She tagged the brand and offered a discount code, however, she failed to include the hashtags #ad or #advertisor. She later updated the post with #ad, before deleting the post altogether.

She was then spotted selling the wand on Facebook Marketplace.

 

Please login with linkedin to comment

AANA reebok Sophie Guidolin The Australian Association of National Advertisers

Latest News

QUT Business School Launches “Make it Real” Via BCM Group
  • Campaigns

QUT Business School Launches “Make it Real” Via BCM Group

Queensland University of Technology (QUT) Business School has launched a new brand platform, developed by BCM Group, built to encourage prospective students to upskill, invest in themselves, and nurture their inner entrepreneur.

Making A Name For Your Brand In A New Market: Tips For Launching A Campaign Globally
  • Opinion

Making A Name For Your Brand In A New Market: Tips For Launching A Campaign Globally

Jacqueline Gonzales [featured image] is the Head of Global Marketing at Squarespace. In this piece, she shares her best pieces of advice for launching a campaign globally. It’s estimated that we see between 6,000 to 10,000 ads every single day. In today’s digital landscape we’re constantly bombarded by so many different brand messages from every […]

Opinion

by B&T Magazine

B&T Magazine
Acast Announces New Podcast ‘The Elements’
  • Media

Acast Announces New Podcast ‘The Elements’

From the audio producer of The Teacher’s Pet comes The Elements, a new Acast Creator Network podcast hosted by Thredbo survivor Stuart Diver. The Elements is a  podcast that journeys into the heart of surviving a natural disaster and will be hosted and distributed by the creator-first podcast company Acast as part of the Acast Creator […]