An interesting decision by the ASA against Sanofi this week
covers issues around celebrities endorsing medicines and a
consideration of when an individual, in this case a lifestyle
blogger, will be considered a "celebrity" for the
purposes of the CAP Code.
Ms Willox Knott runs a lifestyle blog under the moniker
'ThisMamaLife' and posted a picture of herself on her
Instagram feed sat in bed smiling with a packet of Phenergan Night
Time Tablets (a pharmacy only insomnia treatment manufactured by
Sanofi) clearly visible on the nightstand. The caption included the
following "...I tried out Phenergan Night Time, which
really helped. It is a pharmacy only, short term solution to
insomnia for adults which works by inducing a sleepy effect thanks
to its active ingredient, promethazine hydrochloride, helping you
to sleep through the night. Do you guys fall asleep easily or are
you night time over thinkers like me? #AD #sleep"
