Commercial intent not made clear in Instagram story promoting Prettylittlething by Molly-Mae Hague – 13 July 2022

Ex Love Island star and influencer Molly-Mae Hague uploaded a story to her Instagram page in October 2021 which promoted the clothing of Prettylittlething, a company of which Molly-Mae is Creative Director. The post in question featured Molly-Mae in a long, brown Prettylittlething dress with the text “… You can actually shop it now on PLT – Couldn’t not make it available for you guys too” and a link to the Prettylittlething website.

The post was deemed to be in breach of the CAP code by the ASA on the basis that it ought to have been made obviously recognisable as a commercial or marketing communication for example by inclusion of a clear the identifier “#ad”.