25 Sep 2024
The ASA has ruled that an Instagram reel posted by Lydia Millen, featuring clothing items from Reiss and Theory, was not obviously identifiable as a marketing communication. Although the reel was posted simultaneously with Instagram stories containing affiliate links to the products, it lacked a clear and prominent identifier such as “ad.” The ad breached CAP Code (Edition 12) rules 2.1, 2.3 and 2.4 (Recognition of marketing communications). Reiss, Theory, and Lydia Millen must ensure future ads are clearly marked as marketing communications to indicate their commercial intent.
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