Another high-profile Instagram influencer has been slapped on the wrist by Australia’s advertising watchdog over a sponsored post that wasn’t properly distinguished as an advert.
Rozalia Russian’s post on January 14 promoting a Tom Ford perfume was determined to be an advert – but there was no hashtag indicating this and so it was in violation of the Australian Association of National Advertisers (AANA) Code of Ethics.
According to marketing website Mumbrella, the panel noted Ms Russian’s post was ‘clearly’ a paid advertisement for Tom Ford but ‘lacked transparency’ in regard to this.
Scrutiny: Instagram influencer Rozalia Russian has been slapped on the wrist by Australia’s advertising watchdog over a sponsored post that wasn’t properly distinguished as an advert
The advertising watchdog ruled the post – which showed Ms Russian holding a perfume bottle alongside the caption ‘summer in a bottle @tomfordbeauty’ – was intended to promote Tom Ford fragrances to her Instagram followers.
But the post lacked a hashtag such as #spon or #ad to confirm it was indeed a paid advertisement, which the AANA Code of Ethics now requires.
However, it should be noted Ms Russian’s post was uploaded on January 14, which was before the new rules came into effect on February 1.
Rule-breaking: Ms Russian’s post on January 14 promoting a Tom Ford perfume was determined by the panel to be an advert – but there was no hashtag indicating this and so it was in violation of the Australian Association of National Advertisers (AANA) Code of Ethics
When contacted for comment by Daily Mail Australia, Ms Russian’s management company and Tom Ford Beauty disputed Ad Standards’ ruling, saying the post in question was not in fact sponsored.
It comes two weeks after Anna Heinrich, who won Tim Robards’ season of The Bachelor in 2013, also breached the new rule about distinguishable advertising.
AANA’s updated Code of Ethics came into effect on February 1, and Ms Heinrich’s post from February 11 was found to be in violation of the new rule.
Rules: Anna Heinrich also landed herself in hot water with the advertising watchdog over a sponsored Instagram post from February 11 that wasn’t clearly distinguishable as an advert
Not sufficient: The Ad Standards Community Panel ruled that simply tagging the brand did not sufficiently indicate the post was sponsored, and the complaint was upheld
The post in question was an advertisement for clothing brand Runaway The Label.
The photo showed Ms Heinrich, 34, in a strapless green dress from the label, alongside the caption: ‘Turning my apartment into a Runway. Then back to my PJs I go! Wearing: @runawaythelabel.’
The Ad Standards Community Panel ruled that simply tagging the brand did not sufficiently indicate the post was sponsored, and the complaint was upheld.
Regulations: AANA’s code states that influencers must include hashtags such as #sp, #spon, #gifted or #collab to make it clear when their content is sponsored, which Ms Heinrich did not in this instance. Pictured here with her husband, former Bachelor Tim Robards
AANA’s code states that influencers must include hashtags such as #sp, #spon, #gifted or #collab to make it clear when their content is sponsored, which Ms Heinrich did not in this instance.
Ms Heinrich was also the subject of another complaint, regarding a post from February 17 promoting Crown Resorts, which was not upheld.
This complaint was dismissed because the February 17 post – unlike the February 11 post – used the hashtag #CrownPartner, which clearly distinguished it as advertising.
Second complaint: Ms Heinrich was also the subject of another complaint, regarding a post from February 17 promoting Crown Resorts, which was not upheld
Dismissed: This complaint was dismissed because the February 17 post – unlike the February 11 post – used the hashtag #CrownPartner, which clearly distinguished it as advertising
It comes as influencer marketing faces growing scrutiny over its lack of regulation, with a special investigation by SBS’s The Feed shedding light on the lack of clarity from brands regarding partnerships and contra deals, in addition to the impact of buying ‘fake followers’.
There is no suggestion Ms Heinrich has bought Instagram followers.
Ms Heinrich’s agent, David Dalton at Chic Talent Management, told Daily Mail Australia earlier this month: ‘We were completely unaware, as was Anna, that one of her posts had even come before Ad Standards until Thursday last week when we were contacted for comment regarding the alleged breach.
‘Unfortunately the brand never disclosed to us that they had been contacted by Ad Standards, so it was quite a surprise.
‘We contacted the brand immediately and amended the post. Unfortunately the “paid collaboration with…” didn’t appear until the Friday.
‘Anna Heinrich has always been very open and honest with her audience and we certainly would have addressed this had we become aware of it sooner.’
Scrutiny: It comes as influencer marketing faces growing scrutiny over its lack of regulation, with a special investigation by SBS’s The Feed shedding light on the lack of clarity from brands regarding partnerships and contra deals