A series of Instagram posts appearing on the page of model and influencer Emma Louise Connolly attracted complaints from members of the public on the basis that they did not contain sufficiently clear indications to consumers that they were marketing communications rather than personal content. The offending posts featured Connolly in two Calzedonia bathing suits and wearing a Bvlgari necklace. The ASA upheld the complaints. None of the posts were labelled clearly and unambiguously as advertisements. Although Connolly was not directly paid for the Calzedonia advertisements, the content was an extension of her commercial role as a brand ambassador. Connolly also enjoyed a commercial relationship with Bvlgari.

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