Wednesday 28 September 2016

Roz Purcell might just be the only Irish blogger who's happy with new sponsored content rules

Published 20/04/2016 | 12:02

Roz Purcell pictured at the launch of the Imedeen's‘Reveal Your Real’ campaign. Picture: Robbie Reynolds
Roz Purcell pictured at the launch of the Imedeen's‘Reveal Your Real’ campaign. Picture: Robbie Reynolds
Roz Purcell pictured at the launch of the Imedeen's‘Reveal Your Real’ campaign. Picture: Robbie Reynolds
Roz Purcell and Bressie
Roz Purcell enjoys her watermelon smoothie.
Model Roz Purcell wears William Shannon Doyle’s winning outfit in the 2016 River Island Bursary competition. Photo: Sasko Lazarov
Roz Purcell cooks up in Thailand
Roz Purcell pictured at the launch of the Imedeen's‘Reveal Your Real’ campaign. Picture: Robbie Reynolds

Roz Purcell might be the only Irish blogger who’s thrilled with the new sponsored content regulations.

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The Advertising Standards Authority of Ireland (ASAI) introduced new standards in January insisting Irish bloggers must declare content which has been paid for.

Sponsored content is a huge moneymaker for bloggers around the world and comprises of a large chunk of their income. Sponsored content can comprise of anything from being paid to promote a particular product or event on their blog, or share a picture of something on their social media channels. Irish heavy-hitters with hundreds of thousands of followers can charge into the thousands for just one plug.

The new rules were met with a stony silence in the community - except for top model turn lifestyle guru Roz. The 25-year-old former Miss Universe Ireland said she was “so happy” when she heard about the new regulations as her readers will be able to see her authenticity stand out from the crowd.

Roz Purcell pictured at the launch of the Imedeen's‘Reveal Your Real’ campaign. Picture: Robbie Reynolds
Roz Purcell pictured at the launch of the Imedeen's‘Reveal Your Real’ campaign. Picture: Robbie Reynolds

Roz told Independent Style: “On my blog Natural Born Feeder, I always said that for the first year, I wouldn’t do anything paid for or sponsored. I wanted to find out myself where I was going with it and I wanted the readers to trust me.

“Now when it comes to someone wanting to pay for content, it will only be if I use the product. 

Read more: What I eat in a day: Model, food blogger and cookbook author Roz Purcell

“If someone asks me to feature something, I say, ‘Why don’t you send it to me, I’ll trial it for three months and if I like it I’ll get back to you?’ They always say, ‘Well, we worked with another blogger and paid her X amount. They're surprised."

Roz Purcell and Bressie
Roz Purcell and Bressie

Purcell, who lives in Dublin with her long-term boyfriend Bressie, said she’s aware she has a younger following and feels a certain responsibility when it comes to sharing practical products. 

“I’m not going to promote just anything to my teenage followers and college students who don’t have a lot of money,” she added. “When it comes to food, it’s my passion and I only want to promote stuff I like.”

“I was so happy when they said you should hashtag #sponsored or #ad, I want people to see how little actually goes on my blog that’s sponsored."

Roz has been unveiled as the new brand ambassador for Imedeen’s Reveal Your Real campaign, encouraging Irish women to embrace their natural beauty. And the country girl from Tipperary said she prefers no makeup days in her downtime.

Roz Purcell enjoys her watermelon smoothie.
Roz Purcell enjoys her watermelon smoothie.

“It’s not that I don’t care, I just feel so much cleaner when I’m fresh faced,” she said.

“I take care of my skin. I eat healthily and drink plenty of water. I feel okay to not wear makeup.”

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