Publicity committee upholds complaint against blogger for filtered photo


The Advertising Standards Authority for Ireland (ASAI) has for the first time confirmed a complaint against a blogger.

In its latest complaint bulletin, ASAI found 13 advertisements in violation of its code on grounds relating to misleading advertising, brand ambassadors and comparison and principles

The advertisements at issue concerned television, social media, the Internet and newspaper advertising.

The ASAI Complaints Committee chose not to uphold a complaint.

The committee is a completely independent body of the ASAI and is responsible for examining and dealing with complaints made by the public or any other person or group of persons.

The successful blogger complaint concerns an advertisement by Rosie Connolly and Coty (Rimmel Ireland).

The ad, posted on Facebook and Instagram, showed the blogger wearing Lasting Finish Breathable 25 Hour Foundation and Concealer.

The complainant considered the advertisement to be misleading.

She said the image of Ms Connolly’s face “had been filtered and purchased in photo”.

She suggested that people could buy the Rimmel Foundation thinking they would get the same results if they used the product – but since the image had been edited, that would not be the case.

“Not intended to mislead”

In response, Ms Connolly said Rimmel approved of the footage she passed on to them, therefore, the complaint should be directed to them.

The advertisers said the post was “not intended to mislead” and had deleted it.

They said they have put in place explicit guidelines in line with the guidelines set out in the ASAI Code.

However, they acknowledged that the image in the messages had been filtered using a built-in camera function.

The ASAI committee said the posts in question had been abolished, no further action was required in this case.

Commenting on the latest decisions, ASAI Executive Director Orla Twomey said: “The latest ASAI Complaints Bulletin illustrates our ability to handle complaints across a variety of media.

“This is the first time that a complaint about an influencer / blogger has been tried by the Complaints Committee.

“Over the past few years, we’ve spent a considerable amount of time focusing on raising awareness of best advertising practices within this space to ensure that all parties involved have the knowledge and resources to properly identify content. commercial marketing on their platforms. “

“Last year we also introduced ‘recognition of marketing communications’ guidelines to ensure Irish consumers are not misled by influencer marketing through online advertisements on blogs and websites. Social media web.

“ASAI is committed to protecting consumers when it comes to advertising – in all mediums – and our approach is to work with all advertisers, rather than against them, to ultimately ensure that all marketing communications are legal. , truthful, decent and honest. “

View all complaints here


Majorie T. Leonard

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