This story was originally published in AdNews’ sister publication Ragtrader.
Ragtrader associate editor Imogen Bailey goes behind the scenes of a recent influencer case.
Ad Standards has confirmed it is working with influencer Rozalia Russian and Tom Ford Beauty around backlash over an Instagram post.
Under new rules from the Australian Association of National Advertisers (AANA) Code of Ethics, sponsored Instagram posts must be identified with appropriate tags.
The Ad Standards board ruled against a post featuring Russian holding a bottle of Tom Ford perfume.
In its determination of the post, it found that Russian’s post was not clearly distinguishable as an advertisement and breached Section 2.7 of the Code.
However, both Russian’s management LMB and Tom Ford Beauty, which is managed in Australia by Estée Lauder, told Ragtrader that Russian’s post was not sponsored by the brand.
“We are currently working with AdStandards Australia to resolve this matter,” a spokesperson for Tom Ford Beauty said.
“We do not engage in paid influencer partnerships and the post in question was not sponsored.”
Source: Rozalia Russian Instagram
An Ad Standards spokesperson said the board proceeded on the basis that Russian would “likely” post material under an arrangement.
“Following consumer complaints about the post which raised concerns about transparency, we contacted the advertiser, Tom Ford International, a number of times between 1 March to 21 April. We also contacted the influencer’s management team. Neither provided a response to Ad Standards.
“We then proceeded on the basis that Rozalia Russian is a well-known influencer who would be likely to post such material under an arrangement with the advertiser, and the Ad Standards Community Panel considered the complaint under Section 2.7 of the AANA Code of Ethics (distinguishable advertising).
“Ad Standards is currently working with the advertiser, which has now contacted us. The next steps will be considered based on the information the advertiser has now provided.”
This is an exclusive excerpt from Ragtrader’s May edition.
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