Regulatory Authority Hits Influencer Siobhán O’Hagan with Five Upheld Complaints Over Advertising

The Advertising Standards Authority (ASA), the leading watchdog in the industry, has upheld five advertising complaints against lifestyle influencer Siobhán O’Hagan. The ruling highlights the importance of transparency in advertising, specifically on social media platforms.

Details of the Complaints

The ASA determined that Ms. O’Hagan’s failure to disclose her sponsored content misled consumers about the nature of her posts. The complaints specified that sections of the advertising code were violated, primarily due to a lack of clear advertisements.

According to the authority, Ms. O’Hagan’s sponsored content should not be formatted like regular posts in the future. To prevent recurrence, her management agency, 23 The Agency, apologized for the oversight. The agency acknowledged the significance of transparency and underscored the necessity of declaring sponsored content, especially when promoting her own podcast.

The Management Agency Responds

23 The Agency expressed regret for the oversight, stating that the influencer fully comprehends the critical role of transparency in advertising. The agency emphasized the importance of always marking sponsored content as an ad, particularly using the hashtag #AD prominently in videos.

In addition to the main complaint, a separate issue was raised regarding a collaboration between Ms. O’Hagan, 23 The Agency, and the brand Wild, a plastic-free natural deodorant she promotes on Instagram. The brand’s representatives stated they take these issues seriously and noted they are revising their influencer briefing process to prevent such occurrences.

Challenges in Industry Compliance

Ms. O’Hagan’s management agency highlighted the evolving nature of the influencer marketing industry, underlining the need for proactive steps to comply with ASA guidelines. The agency remained committed to ensuring full advertising disclosures and upholding the highest level of professionalism.

In another instance, Ms. O’Hagan wore MyProtein sports clothing in promotional material for The Hut Group, but the ads lacked clear disclosure of her affiliation with the brand. As a result, these ads will not be republished in their current form.

The fourth complaint pertained to her Emma Mattress campaign. Emma Mattress stated they believed extensive experience in the sector ensured correct identification of marketing communications. However, the ASA intervened to remind all parties of their responsibility to comply with advertising guidelines.

Total Impact of the Ruling

In total, the ASA upheld 15 complaints against Ms. O’Hagan and her associates. This ruling underlines the need for continuous adherence to advertising transparency standards, particularly in the rapidly growing influencer marketing industry.

What’s Next?

The ASA reminded all marketers, brands, and influencers that advertising must always be transparent. This ruling serves as a stark reminder of the professional standards expected in the industry.

Moving forward, Ms. O’Hagan and 23 The Agency have committed to strict disclosure practices. They have also emphasized the importance of open feedback loops among agencies, brands, and influencers to ensure compliance and uphold public trust.

Frequently Asked Questions

What is the Advertising Standards Authority?

The Advertising Standards Authority (ASA) is an independent body responsible for regulating non-broadcast advertising in the UK. It ensures that advertisements are legal, decent, honest, and truthful and that they don’t harm or deceive consumers.

Why is ads disclosure important?

Ad disclosure is crucial because it informs consumers about the commercial nature of content. This transparency fosters trust and ensures that consumers make informed decisions.

How can brands and influencers prevent ad violations?

Brands and influencers can prevent such violations by establishing clear guidelines and briefings. Regular training programs and reminders about compliance can minimize oversights. Open communication channels among all stakeholders help in maintaining a high standard of transparency.