A complaint was made in respect of an Instagram story shared on Made in Chelsea star Louise Thompson’s page, which showed a video of her with a make up product and the caption: “Obsessed with my glowspin! Swipe up for $100 off using my code ‘louiseglow Swipe up awesome @vanityplanetstore”. The swipe up motion directed consumers to the website of retailer Vanity Planet on Instagram.

The complainant challenged whether the post breached the CAP Code since it was not obviously identifiable as an advertisement. The ASA upheld the complaint on the basis that, whilst members of the public may have understood from the Instagram story that there was a commercial relationship between Louise and Vanity Planet, in the absence of a clear indicator such as “#ad,” it was unclear that the post was intended as an advertisement, rather than editorial content.

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