Love Island stars get ‘social media survival kit’ and are warned off plugging products on Instagram by advertising watchdog
LOVE Island stars have been issued with a 'social media survival kit' and warned about plugs on Instagram for cash.
Previous stars including Olivia Buckland were rapped by the ad watchdog for breaking rules.
The Advertising Standards Authority has now produced an at-a-glance checklist.
Under the ASA’s rules, social media influencers must make it “instantly recognisable” they have got something in return for agreeing to post positively about a product, whether paid money or given the item.
For example, posting #ad or #sponsored is OK — so long as it is not hidden among lots of other hashtags.
It is not enough to say on their profile they are paid by a brand if they do not say so on a specific post.
The ASA and the Competition and Markets Authority have said that consumers should not have to “play detective” to work out if a message is commercial.
MOST READ IN LOVE ISLAND
Olivia, 25, had an Instagram post which promoted an eye shadow banned last October. It was not clear it was an advert.
The post showed Olivia discussing the eye shadow from cosmetic brand W7 along with a caption which said: “Can’t wait to see what you guys create #BucksBeauty”.
She has been told to ensure future ads are “obviously identifiable”.
ASA chief executive Guy Parker said: "Our checklist is a quick and effective way of helping Love Islanders ensure their social media posts stick to the rules and avoid misleading their followers.
"Our message is simple: make sure you're upfront and clear when you're being paid to post."
GOT a story? RING The Sun on 0207 782 4104 or WHATSAPP on 07423720250 or EMAIL [email protected]