Ad Standards makes 2nd ruling against influencer marketing under new code

A second influencer post has been found to breach the Australian Association of National Advertisers (AANA) Code of Ethics’ distinguishable advertising rule.

Complaints were lodged against a post for Tom Ford fragrance by Rozalia Russian, with the comment that the post was ‘clearly’ a paid ad but lacked transparency with no acknowledgement of its sponsored nature.

The case comes just two weeks after the first breach was released, pertaining to a post by Anna Heinrich for Runaway The Label. The updated distinguishable rule came into effect in February and outlines what is deemed adequate methods of disclosing partnerships on social media, such as using the hashtags #ad, #advert or #paidpartnership.

The second ruling against an influencer post was for Tom Ford