The ASA has ruled that a TikTok video posted by The Wave House was in breach of the CAP Code as it was not obviously identifiable to consumers as a marketing communication. The post featured women’s jackets embroidered with the writing “Pretty Little Thing”. It was intended as an advertisement. Although were tagged in the post, the ASA found that it was not obvious that the post was intended as a marketing communication. In particular, it did not contain the hashtag #Ad. The Wave House said that this had been mistakenly omitted. They removed the offending post.

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