Description:
A social media post presented the influencer receiving skincare treatments at an establishment. The post included a discount code, but 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 and that the influencer did not disclose that they received compensation from the brand for their promo code.
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 shared that they were not aware of disclosure requirements, and 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
