Love Island’s Olivia Buckland has another Instagram post banned

Love Island’s Olivia Buckland has another Instagram post banned after failing to tell fans it was an advert

  • Olivia Buckland, 25, has been rapped for failing to identify an advert for fake tan
  • The reality star uploaded the lingerie-clad post in February as she held a bottle
  • The Advertising Standards Authority ruled the post breached the regulations

Love Island contestant Olivia Buckland has had another Instagram post banned after failing to identify it as an advertisement while promoting fake tan.

The reality star, 25, shared the post in February as she posed in lingerie holding a pink bottle bearing the logo of the Cocoa Brown brand.   

Olivia, who appeared in the 2016 series of Love Island, was previously rapped when she promoted eye shadow last year and failed to mark it as an advertisement. 

The reality star, 25, shared the post in February as she posed in lingerie holding a pink bottle bearing the logo of the Cocoa Brown brand

Alongside the recent post, which also showed her toting a tanning mitt, she wrote: ‘The V-Day prep is well underway and I’m topping up my tan with my fave @cocoabrowntan by @marissacarter 1 HOUR TAN MOUSSE… more’.

When the caption was clicked on, additional text stated: ‘Original – it gives me such a natural glow with no streaks and is the perfect accessory for date night with bae Get yours now @superdrug #TeamCB #CocoaBrownTan #ValentinesDay #BrandAmbassador’.

An Instagram user complained and challenged whether the post was obviously identifiable as an advertisement – and the Advertising Standards Authority (ASA) ruled that the post had breached regulations.

According to the ASA, Cocoa Brown said it had advised Buckland to write ‘#ad’ in all future posts on Instagram.

 An Instagram user complained and challenged whether the post was obviously identifiable as an advertisement

Buckland said she thought the use of the text ‘#BrandAmbassador’ made it clear the post was an advertisement and provided a dictionary definition of the term as ‘a person who is paid or given free products by a company in exchange for wearing or using its products and trying to encourage others to do so’. 

The ASA noted Buckland’s belief that the inclusion of the term ‘brand ambassador’ in her Instagram bio made clear that some of her posts were marketing communications.

‘However, we considered that her bio was unlikely to be seen by Instagram users at the point they were viewing individual advertising posts,’ the ASA said. 

 The reality star was previously rapped by ASA when a May 2018 video Instagram post about eye shadow was failed to mark as an advertisement

This comes after reality stars including Louise Thompson, Millie Mackintosh, Olivia Buckland and Marnie Simpson were rapped and subject to ASA action after failing to make it clear they were being paid to plug products.

Made In Chelsea’s Millie Mackintosh was previously rapped after uploading a video advertising a Britvic drink.

And another star of the show, Louise Thompson, plugged a Daniel Wellington designer watch without making it clear it was a paid-for ad.

Louise Thompson was rapped after she plugged a Daniel Wellington designer watch without making it clear it was a paid-for ad

The ASA also criticised a post by Marnie Simpson, from Geordie Shore, for tooth polish-maker Diamond Whites and Celebrity Big Brother star Stephanie Davis for plugging vitamins.

Six-figure rewards for Instagram posts 

Plugging products on Instagram is lucrative and while a 30-second TV ad can cost £30,000, brands can pay Instagrammers half that amount.

Last year a dress by the London label Kitri sold out in an hour after fashion blogger Charlotte Groeneveld shared it with her 344,000 followers as part of a paid partnership with the brand.

American reality TV star Kylie Jenner, who has 124 million followers, was rated the highest-paid ‘influencer’ in the world last year, earning an estimated £750,000 for every sponsored post. 

Singer Selena Gomez and footballer Cristiano Ronaldo came second and third — both capable of boosting their bank balance by £500,000 with just one picture. 

Premier League stars can get £100,000 for a single post.

Experts say Instagrammers with around a million followers could expect £10,000 for a single post; those with 10,000 followers approximately £100 and those with 30,000 followers, around £750.  

ASA added: ‘We also considered that labels included in the bio were insufficiently prominent to ensure that individual posts were each obviously identifiable as ads, both when the post was viewed in-feed and when it was viewed in its entirety once users had clicked on it.

‘Additionally, while the term “brand ambassador” was likely to suggest to readers a general relationship with the brand, we considered that it was unlikely to convey that Cocoa Brown had both paid for and had a level of control over the content of the post.

‘We then assessed the post as it would have appeared in-feed and considered that there was nothing in its content, such as ‘#ad’ placed upfront, that made clear to those viewing it that it was an ad.’

The ASA concluded that Bucklands advertisement breached rules and must not appear in the form complained about, adding: ‘We told Cocoa Brown and Olivia Buckland to ensure that their ads were obviously identifiable as marketing communications, for example by including a clear and prominent identifier such as ‘#ad.’

In September last year, the ASA launched a guide to help social media influencers and bloggers stick to advertising rules when promoting products after a number of rulings found they had misled their followers.

Influences must now make it clear when they are being paid to plug advertisements for brands 

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