An influencer’s TikTok video promoting VK cocktails without proper disclosure lands her in hot water with advertising regulators, leading to a ban on the video and scrutiny over her alcohol consumption content.
Background of the Case: Advertising Standards Authority Intervenes
Danielle Walsh, a TikTok influencer from Belfast, Northern Ireland, faced repercussions from the Advertising Standards Authority (ASA) for failing to identify her promotional video as an advertisement, violating rules against encouraging excessive drinking.
Details of the Banned Video: Irresponsible Alcohol Consumption
The video showcased Walsh downing four cocktails in under 90 seconds, sponsored by drinks company VK, without clear disclosure of the promotional nature of the content.
ASA Ruling and Criticisms: Irresponsibility and Lack of Disclosure
ASA criticized the video for promoting irresponsible alcohol consumption and failing to clearly identify itself as an advertisement, breaching regulations aimed at protecting consumers from misleading or harmful content.
Response from VK and TikTok: Clarifications and Consequences
While VK claimed they had provided the products to Walsh for promotion, Walsh stated she had not been paid for the post.
However, ASA held both Walsh and VK responsible for the lack of proper disclosure and oversight.
Implications and Future Actions: Lessons Learned and Warnings Issued
The ASA ruling serves as a warning to influencers and brands alike, emphasizing the importance of transparent disclosure and responsible content creation in the realm of social media advertising.
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