February 7, 2017
However, those businesses proposing to do this need to be careful not to fall foul of the Competition and Marketing Authority (CMA) rules. These rules state that Instagram stars must make it clear in the captions to their photos that they contain advertising. This can be done by using hashtags such as ‘#ad’ or ‘#spon’. However, not all marketers are complying with these rules.
On 11 August 2016 the CMA published an open letter to businesses who market their products through online endorsements using Instagram stars. They were asked to make it clear when a post contains paid-for advertising, as opposed to a genuine opinion of an Instagram star. If they do not do this then marketers could face both civil and criminal action.
The CMA has sinced stated that they will continue to carry out investigations and have not ruled out further action against the businesses that have already done this.
The CMA’s new, tough, approach to influencer marketing is likely to make social media influencers and brands more cautious when it comes to social campaigns.
If you would like more information on this topic or a related topic, please contact the Corporate and Commercial team.
I have worked with Darwin Gray for a number of years and the level of service, professionalism and timely response is second to none. I would highly recommend Darwin Gray to any business.”
Darwin Gray have provided us with a first-class service for many years now. They really take the time to understand our business and develop relationships which results in advice and support that is contextualised and effective.”
We have worked with Darwin Gray for several years and have always found their services and advice to be first class.”
An extremely professional and sincere company who make time for your queries and understand the need to break down certain facts and information to ensure everything is understood perfectly. I would highly recommend the company to anyone looking for any type of legal advice”
PSS has worked with Darwin Gray for many years. We have always received an excellent service. Prompt and professional advice and support.”
We have used several departments within DG recently and we have been very pleased with an effective, efficient and down to earth service. Very happy thus far and I expect that we will continue to use DG.”
Darwin Gray offer us truly superb services. Very professional, quick and services available bilingually which is very important to us, highly recommend.”
My “go to” in urgent and time sensitive cases for direction, support and advice. The team are quick to respond to calls or emails for advice and support on all matters. Always explain complex matters in a way a lay person can easily understand.”
