TikTok advertisement by Boohoo in association with Luke Mabbott was not obviously identifiable as a marketing communication – 10 February 2021

A complaint was raised in respect of a TikTok post which appeared on the account of ex-Love Island star, Luke Mabbott, on the basis that the post was not obviously identifiable as a marketing communication. The post featured a video of Luke Mabbott wearing two different outfits. A caption read “Which look do you prefer” and “Outfit from @boohooman”. The ASA upheld the complaint and found that the advertisement breached the CAP code. The ASA advised Boohoo and Luke Mabbott to ensure that all future marketing communications were clearly identifiable as such, for example by including “#ad”.