Magnum sponsored post breaches Ad Standards influencer marketing code

A sponsored post by model and influencer Nikki Phillips for Unilever’s Magnum ice cream has become the third instance of a breach of the Australian Association of National Advertisers (AANA) Code of Ethics’ updated distinguishable advertising rule.

Complaints were lodged with Ad Standards for the post, dated 7 May, in which Phillips tagged #MAGNUMluxegOLD but failed to disclose her relationship with Unilever.

The Ad Standard Community Panel noted that “influencer and affiliate marketing often appears alongside organic/genuine user-generated content and is often less obvious to the audience” and upheld the complaint.