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Sin-fluencer Dublin influencer in breach of advertising standards for misleading Instagram posts

Lorna Spaine was named in two complaints found to be in breach of the ASAI’s advertising codes due to misleading Instagram posts.


Lorna Spaine via Instagram

Lorna Spaine via Instagram

Lorna Spaine via Instagram

An Irish influencer has come under fire for breaching Advertising Standards Authority for Ireland’s (ASAI) advertising codes.

Lorna Spaine, a fashion influencer living in Dublin, was named in two complaints found to be in breach of the ASAI’s advertising codes due to misleading Instagram posts.

The ASAI’s Complaints Committee found that the 27-year-old posted four photos of new outfits and shoes from the brands Pretty Little Thing and Vavavoom to her Instagram Stories and page without declaring whether these were advertisements, whether she was paid, or if she was in a partnership with the brand.

On both occasions, the complainant noted that after some time, these posts later were edited to include Paid Partnership or #ad.

Responding to the complaint, Pretty Little Thing told the ASAI that they were no longer in partnership with Ms Spaine and “asked her to ensure that any posts in connection with the contractual agreement complied with the applicable advertising regulations.”

The ASAI added that Ms Spaine had difficulty declaring that the posts were paid advertisements due to “an operational challenge” using Instagram and added a Paid Partnership banner above the images once the issue was fixed.

In the case of the complaint made against Vavavoom, the company “said they had informed their influencers to include hashtags like ad and collab for all paid content,” adding that they vowed to “ensure nothing like this happened again".

The ASAI said that “the influencer provided a screenshot from an email to the brand regarding needing her branded content to be approved by them first to appear above her content.”

She also expressed that she had again encountered difficulty while trying to add a Paid Partnership banner to the posts.

Commenting on the latest rulings, Orla Twomey, Chief Executive of the ASAI said: “The latest complaints bulletin from the ASAI illustrates our ability to handle complaints across a variety of platforms, and demonstrates how we ensure that ads in Ireland stick to the advertising rules.

“The ASAI is committed to protecting society in relation to advertising across all mediums. Self-regulatory ad standards provide an additional layer of consumer protection which complements legislative controls and offers an easily accessible means of resolving disputes.”

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