Model Nikki Phillips becomes the latest influencer to break the code of ethics of advertising standards with her Magnum-sponsored post
Model Nikki Phillips is the latest influencer to break advertising standards after creating a sponsored post for Unilever’s Magnum ice cream.
The 38-year-old had filed complaints against her for tagging #MAGNUMluxegOLD, but failed to disclose her relationship with Unilever in a May 7 post.
The breach comes as the advertising rules were updated in February by the Australian Association of National Advertisers (AANA) Code of Ethics.
Oh dear: Model Nikki Phillips is the latest influencer to break ad standards after creating a sponsored post for Unilever’s Magnum ice cream
The agency prosecuted the breach, saying that “influencer and affiliate marketing often appears alongside organic/genuine user-generated content and is often less apparent to the public.”
Nikki has since modified the post with the hashtag ‘#ad’, while her client Unilever admitted that the post did not comply with the new rules.
“We recognize that the post was not compliant as the relationship between Unilever and the influencer was not clear,” the consumer goods company said.
They continued, “We apologize for this non-compliance and have advised Nikki Phillips to clearly edit the post to emphasize that it is a sponsored post.”
Fixed!: Nikki has since edited the post with the hashtag ‘#ad’, while her client Unilever admitted the post didn’t comply with the new rules
Updated on Feb. 1, the code forces influencers to transparently disclose partnerships and ad deals on posts by adding #ad or #sponsored or other clear tags.
“The relationship must be clear, straightforward and candid to the public and expressed in a way that is easy to understand,” the Ad Standards panel confirmed in reference to Nikki Phillips’ post.
A recent analysis by Hypeauditor on 2,548 Australian sponsored influencer posts found that nearly half either failed to disclose or used the correct hashtags to differentiate affiliate ads.
The new rules are in effect: The code forces influencers to disclose partnerships and ad deals on posts. Other posts from Nikki Williams’ Instagram use the #sp tag, which the AANA says “may not be enough”
Bachelor star Anna Heinrich was the first influencer to be caught breaking the code when her post for clothing brand Runaway The Label was not clearly flagged as an advertisement.
Anna made the post on February 11, just 10 days after AANA’s updated Code of Ethics went into effect.
Her manager claimed he was initially unaware of Ad Standards’ concerns, after which the post was immediately edited and now tops a disclaimer of ‘paid partnership with’.
The first violation: Bachelorette Anna Heinrich was the first influencer to be caught breaking the code when her post for clothing brand Runaway The Label was not clearly flagged as an advertisement