Influencer Eliza Batten uploaded a series of photographs on Instagram in which Batten applied beauty products by popular make-up brand Charlotte Tilbury. Batten had an indirect commercial relationship with Charlotte Tillbury through which Batten received commission for the posts. The ASA found that the posts constituted advertisements under the CAP Code but were not marked in any way (for example through the use of appropriate hashtags) to indicate their status as marketing communications. For this reason, they were in breach of the code.

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