Monday 20 November 2017

ASAI urges Irish blogger Faces By Grace to 'take note of their concerns' after complaint about sponsored post

Grace Mongey, aka Faces by Grace. Picture: Instagram
Grace Mongey, aka Faces by Grace. Picture: Instagram
Caitlin McBride

Caitlin McBride

A complaint against Irish beauty blogger Grace Mongey (aka Faces by Grace) was made to the Advertising Standards Authority of Ireland (ASAI) for not clearly labelled a sponsored post.

Mongey (29) shared a series of snaps on Snapchat promoting Miss Fit Skinny Tea and a complaint was made to the organisation that it was not clearly marked as sponsored with the relevant hashtag. The most used hashtags to notify followers of a paid-for post are #ad or #sp.

The post on Snapchat began with, “Its Back!! The Drop a Dress Size Challenge By Miss Fit Skinny Tea starts all over again on January 9th. You in?

"Drop a Dress Size Challenge."

The second post featured a picture of a strawberry and a cup of tea with the caption, "Don’t forget to buy the tea to help."

Finally, she shared a discount code for her followers, writing: "Treat to self/ Use the code grace2017 for 25% off”

A complaint was made that "the blogger was advertising a detox programme but was not clearly identifying that the posts were sponsored. The complainant considered that all posts in regard to the product should have been clearly marked as such."

After contacting both Grace and Miss Fit Skinny Tea, the ASAI concluded that both parties should "take note" of the guidelines imposed by the body.

"The Committee also reminded the advertiser, Miss Fit Skinny Tea, that the onus was on them to ensure that all their marketing communications adhered to the requirements in the ASAI Code, including that all marketing communications were identifiable as such," a statement by the ASAI read.

Miss Fit Skinny Tea stated that they had no control over what Grace, or anyone, said when using their product, adding that she is no longer a brand ambassador for them, "so therefore the matter was closed from their end."

Grace explained that she did use the relevant hashtag in her first snap, adding that she "always used the appropriate hashtags to let her followers know when she was being paid for a collaboration."

The committee ruled that because snaps only last for a cycle of 24 hours, if the first snap contained the #ad hashtag, while the later posts were followed after, it could potentially mislead consumers.

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