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ARTICLE · 03 JULY 2017

First Reported Consumer Complaint About An Influencer Post

Smart & Biggar
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Advertising Standards Canada ("ASC") has reported the first consumer complaint about an Instagram post by influencer who described her experience with a facial product, without disclosing...

CanadaMedia, Telecoms, IT, Entertainment
Bereskin & Parr LLP
Bereskin & Parr LLP
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Advertising Standards Canada ("ASC") has reported the first consumer complaint about an Instagram post by influencer who described her experience with a facial product, without disclosing that the post was sponsored by the cosmetic manufacturer.

ASC upheld the complaint under Clauses 1(b) and 2(b) of the Canadian Code of Advertising Standards (the "Code"), which state

  1. Accuracy and Clarity

  2. (b)Advertisements must not omit relevant information if the omission results in an advertisement that is deceptive or misleading.

  3. Disguised Advertising Techniques

  4. No advertisement shall be presented in a format or style that conceals the fact that it is an advertisement

Council held that the Instagram post failed to disclose the relevant information namely, that the post contained sponsored content, and was disguised advertising.

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