Fashion and lifestyle influencer Tara Maynard posted a story to her Instagram account in which she promoted products marketed by the brands Elemis, Rodial, LookFantastic and Hairburst. After receiving a complaint and carrying out an investigation, the ASA found the post to be in breach of the CAP Code on the basis that its commercial intent (and purpose as a marketing communication) was not made sufficiently clear to consumers, for example by the use of #ad.

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