Description:
A social media post presented a DIY project to transform a small room. The decoration makeover featured a specific brand of furniture. No reference to a material connection with the brand was disclosed.
Complaint:
The complainant alleged that the post did not include any disclosure indicating it was a paid advertisement, 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 furniture in question was gifted to the influencer. The influencer also confirmed that the post was updated 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
