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Australian influencers find themselves in hot water with Ad Standards

Australian influencers find themselves in hot water with Ad Standards after failing to properly disclose sponsored posts on Instagram

Several brands and Australian influencers have found themselves in trouble for breaches of Ad Standards amid strict new advertising rules.

According to a report by Mumbrella on Friday, brands including Adidas Australia, Hennes & Mauritz UK Ltd, Bondi Boost and ORTC Clothing are at the centre of the breaches involving multiple influencers.

Fitness influencer Sophie Guidolin was one of the celebrities called out after she was found to be in breach of distinguishable advertising rules.

Breaches: Several brands and Australian influencers have found themselves in trouble for breaches of Ad Standards amid strict new advertising rules. Pictured, Sophie Guidolin

A recent post by the 32-year-old failed to provide transparency about Sophie’s endorsement deal with Adidas, which owns Reebok.

Complaints argued the post was ‘misleading’ as she failed to disclose that it was apparently a sponsored post.

But the advertiser argued that while Sophie is a Reebok Ambassador, the post was not contracted and should not have constituted a breach of the code. 

Ad Standards: Fitness influencer Sophie was one of the celebrities called out after she was found to be in breach of distinguishable advertising rules

Ad Standards: Fitness influencer Sophie was one of the celebrities called out after she was found to be in breach of distinguishable advertising rules

‘Nevertheless, in order to allay any concerns, Ms Guidolin has agreed to removed the post from her Instagram feed,’ Adidas responded in a statement. 

‘In addition, we will continue to work closely with Ms Guidolin on acceptable posting formats and hashtags to be used to ensure that any future posts comply with the code.’  

Fashion influencer Lauren Burns was also found to be in breach of the distinguishable advertising code over a post for Hennes & Mauritz UK Ltd.

Sponsored: Fashion influencer Lauren Burns was also found to be in breach of the distinguishable advertising code over a post for Hennes & Mauritz UK Ltd

Sponsored: Fashion influencer Lauren Burns was also found to be in breach of the distinguishable advertising code over a post for Hennes & Mauritz UK Ltd

In the post, which appeared on Instagram back in May, Lauren promoted clothing brand COS without flagging that it was a sponsored post.

The advertiser argued that the post was ‘clearly distinguishable as advertising material to the relevant audience’ and ‘constitutes a clear promotion of COS’. 

Lauren has since added a ‘#sponsored’ hashtag to the post.

No mention: In the post, which appeared on Instagram back in May, Lauren promoted clothing brand COS without flagging that it was a sponsored post

No mention: In the post, which appeared on Instagram back in May, Lauren promoted clothing brand COS without flagging that it was a sponsored post

Meanwhile, mummy influencer Carly McDonagh was also found to be in breach for a post promoting Bondi Boost’s ‘wave wand’.

Ad Standards received a complaint from someone who claimed they’d contacted Carly to ask if the post was sponsored, only to then be blocked on her Instagram.

The post has since been updated to include an ‘#ad’ hashtag.

Complaint: Mummy influencer Carly McDonagh was also found to be in breach for a post promoting Bondi Boost's 'wave wand'

Complaint: Mummy influencer Carly McDonagh was also found to be in breach for a post promoting Bondi Boost’s ‘wave wand’

Influencer Elias Black was found to be in breach of distinguishable advertising rules in two Instagram posts, in which he appeared dressed in outfits by ORTC Clothing.

The advertiser revealed that Elias had signed a sponsorship deal with the brand, and an ‘#ad’ hashtag was added.

Daily Mail Australia has reached out to Sophie, Lauren, Carly and Elias for comment.  

Contract: Influencer Elias Black was found to be in breach of distinguishable advertising rules in two Instagram posts, in which he appeared dressed in outfits by ORTC Clothing

Contract: Influencer Elias Black was found to be in breach of distinguishable advertising rules in two Instagram posts, in which he appeared dressed in outfits by ORTC Clothing

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