Complaint against blogger upheld over photoshopped image used in make-up ad
Dublin blogger Rosie Connolly was named as the first online 'influencer' to have a complaint against her upheld by the Advertising Standards Authority yesterday.
The popular fashion and beauty blogger had posted an advertisement online for a Rimmel foundation which she claimed had "lasted all day" - but the ASAI has now upheld a complaint that suggested Ms Connolly was misleading her followers on the results achieved by the make-up, as her face had been filtered and photoshopped in the post on her Instagram account.
The complainant said the image of Ms Connolly's face had been altered and she considered that people may purchase the Rimmel Foundation thinking they would achieve the same results if they used the product.
An ad for the Lasting Finish Breathable foundation also appeared on Rimmel's Facebook page with Ms Connolly's image.
Ms Connelly said that Rimmel had approved the images which she had forwarded to them, therefore the complaint should be addressed to them.
Rimmel said the post was not intended to mislead and they had removed the ad as it "did not reflect its values as a brand".
CEO of ASAI Orla Twomey said that complaints against bloggers had increased in the past year and now take up about 5pc of the complaints put to the board.
"In the last two-and-a-half years, we have been doing a lot of outreach in this area with bloggers and brands and disclosing when it is marketing communications and generally complying with the code," she told the Irish Independent. "Some of that is monitoring exercises and we worked with bloggers to show them what they were doing to comply with the code.
"We have had an increase in the number of complaints in this area in the past two-and-a-half years.
"It went from no complaints at all to about 100 complaints last year - so about 5pc, a significant amount of growth but still not a huge amount of what we do."