Following the receipt of three complaints, the ASA investigated a post appearing on the social media page of former Love Island contestant and reality TV star, Zara McDermott. The post included a photograph of Ms McDermott dressed in activewear. Accompanying text read: “GUYS!!! Drop 2 of my @missguided edit is HERE!!!!. Even more styles, some different fabrics, and some new colours to add to the edit! Check out the Missguided website now!” Although Missguided was mentioned, the ASA found that consumers would not necessarily understand from the Instagram post that it was a paid promotion or part of a commercial arrangement in place between the parties. For these reasons, the offending post was not obviously identifiable as a marketing communication and was therefore in breach of the CAP Code. The ASA reminded both Missguided and Ms McDermott of the importance of including a clear label such as “#Ad” in any marketing material.

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