Chessie King posts featuring products from Never Fully Dressed not clearly identifiable as advertisements – 30 November 2022

Influencer Chessie King uploaded two posts and a story to Instagram in which she advertised wedding dresses and party outfits from clothing retailer Never Fully Dressed. The ASA found that the posts were not obviously identifiable as marketing communications. This was despite use of the label “WEDIT” on one post which was intended to refer to Chessie’s “curated” items available via the Never Fully Dressed website.