The Advertising Standards Authority rules over a TikTok ad for not disclosing promotional content

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November 04, 2020, 2:09 PM UTC

L’Oreal makeup ambassador Emily Canham’s advertisement has become the first TikTok post to be ruled against by the UK ad watchdog.

Emily Canhan’s post for GHD, on TikTok, mentioned that users could avail a discount by entering “EMILY” as the promo code on the product website. While ruling against the hairdryer advert, the Advertising Standards Authority said the TikTok content should have flagged the post as an advert by placing a marker like #ad. 

The sponsoring company reported the content was created without their oversight, approval and did not form part of her contractual obligations to them. They further added she was also not compensated for that post.

CMA further emphasised that consumers need to be aware of any former influencer relationship over a reasonable period. This case reminds brands to be more careful while creating an influencer contract.

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