Description:
The social media post featured an influencer and members of his family and promoted a product intended for backyard use. The post did not contain any disclosure of a material connection with the brand.
Complaint:
The complainant alleged that the post did not include any disclosure indicating it was a paid advertisement such as ‘’paid partnership’’ or #ad, nor was there any disclosure without the content of the post itself indicating the material connection, which created a misleading impression that the influencer’s post was organic and that they were not being compensated by the brand for advertising their product.
Response:
In its response to Council, the influencer confirmed that there was a material connection between the brand and the influencer and that the post was a paid partnership. The influencer also confirmed that the advertisement was modified to disclose the material connection.
Decision:
Council appreciated the influencer’s response and cooperation. Given that the Code violation was obvious, and that the influencer acknowledged the disclosure was missing, and confirmed that the post was amended, Council determined a debate of the complaint’s merits was not necessary and held that there was a violation of Clauses 1 (b) and 7 of the Code.
Infraction:
Clause 1(b) and Clause 7
