THE WHAT? The UK’s Advertising Standards Authority (ASA) has upheld a complaint made against online fashion retailer Asos and YouTube star Zoella (Zoe Sugg) over incorrectly labelled content on a paid-for social media post.
THE DETAILS Sugg posted a story on her Instagram account last July featuring an image of her wearing a dress with a swipe up link. The required ‘*affiliate’ signposting information, which is designed to help users identify paid-for posts, was partially obscured by Instagram’s DM icon.
The ASA ruled that the CAP Code requires posts to signal their ‘commercial intent’ with a prominent identifier, such as #ad as a minimum.
THE WHY? Marketing communications must be clearly identifiable in order to promote transparency on social media platforms.