The Advertising Standards Authority (“ASAI”) has, for the first time, upheld a complaint relating to misleading advertising by a social media blogger.
The complaint related to an image advertising a make-up product which was alleged to have been photoshopped and filtered and alleged that persons would be misled and would think they could achieve the same results by using the product.
The Committee of the ASAI upheld the complaint- the first complaint of its type to be upheld by the ASAI. In delivering the decision, the Committee found that the use of post-production techniques which exaggerated the effects of an advertised product could mislead and was in breach of Section 4.1, 4.4 and 4.9 of the ASAI Code.
The ASAI has recently published a guidance note for online influencers, which can be accessed here.
The ASAI Code can be accessed here.
The latest ASAI complaints bulletin can be accessed here