20 Sep 2021

The ASA has upheld a complaint in respect of a give-away promoted on Instagram by fashion blogger and influencer Briley Powell. The prizes included a voucher and other products from fashion brands including Pretty Little Thing. The complainant challenged whether the promotion had been run fairly, informing the ASA that while they had been told that they had won the draw, they had never received any prizes. Powell responded to confirm that all but one of the prizes had been sent to the winning entrant. Further, Powell argued that the entrant had breached the terms of the competition, namely, to follow Powell’s Instagram page. The ASA concluded that there was no evidence to suggest that the entrant had not complied with the terms of entry at the date of entering the competition – it was possible that the entrant had unfollowed Powell’s page at a later stage. Under the usual rules for administering promotions, prizes must usually be awarded within 30 days. Powell was unable to show that some of the prizes had been sent or that there was a justifiable reason for withholding the remaining prize so the competition breached the CAP Code.

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