Although the Kardashians/Jenners and Instagram have long enjoyed a fruitful relationship, the advertising watchdog in the UK has been forced to step in this week.
The Advertising Standards Authority (ASA) has banned ads on Instagram from two beauty companies that suggest their products could make customers look like Kylie Jenner.
Ads from both AKJ Aesthetics and Queen of Aesthetics were shown to have misleadingly used images of the mega-celebrity to promote their products.
In the AKJ Aesthetics decision, the ASA ruled the ‘Kylie Jenner package’ offered as a prize in the advertising material had the potential to misguide customers.
“We noted that the ad included a photo of Kylie Jenner with directional arrows pointing to her lips, cheek and jawline, labelled with corresponding cosmetic procedures,” the watchdog said.
“We noted the ad also stated “WIN THE KYLIE PACKAGE”.
“We considered that consumers would therefore understand from the ad that they could achieve similar results to those of Kylie Jenner and that the photos accurately represented what could generally be achieved through use of the advertised cosmetic procedures.”
Similarly in the Queen of Aesthetics ruling, the watchdog accused the company of suggesting customers could achieve similar results to Jenner’s from using its product.
“We noted that the ad included a photo of Kylie Jenner with the text “Kylie jenner Package” written around it,” the ASA said.
“Beneath that was a list of the cosmetic procedures and text next to the photo that stated “My most popular package #kyliepackage”.
“We had not seen evidence that the products’ effects on Kylie Jenner, as featured in the ad, could be achieved through use of the product only…we therefore concluded that the ad was misleading.”
The ads have now been banned and both beauty companies have been formally warned against using celebrities in their ads who have not used their products.