Sixteen celebrities on social networks, take in Ellie Goulding and Rita Ora, models of Rosie Huntington-Whiteley and Alex Chung, as well as Vloger Zoella, decided to modify the method of publishing on the network. They must to obviously show whether they geteded material or financial benefits for the products they are positioning. This comes out of warnings from the Competition and Markets Authority that their social situation may violate the law on consumer protection. According to CMA, internet promotion may improve brand revenue, but afford also lead to deception. CMA did not report whether the stars called violating the rights of buyers, but stated that they all decided to modify their methodology after the proceedings.
Celebrities should obviously show the publications for which they geted material or financial rewards. #ad or #sponsored are illustration, and now should be conspicuously arrange at the start of the message, and not hiding between other hashtags, even presents that were made without any intent must be marked if they arise in the content of social networks. #freebie offered as a label
It’s already not enough for stars to name the companies with which they cooperate in their page. Each publication must be considered separately, and all paid materials or financial proposals should be marked if the celebrity gets income from them.
Many social networks, take in Instagram, have built-in tools, such as a financial partnership, that say the publication is adware.
But one lawyer told the BBC that everything is more complicated in the case of England.
“CMA filed these publications as if some stars specifically want to deceive their subscribers, but in most cases it’s just not possible to follow various guidelines,” reports Geraine Lloyd-Taylor, Legal Director of Law Firm Lewis Silkin.
“I think the #ad hashtag will become mandatory, but it looks like CMA is going to look even more at what social media is doing, and probably in the future we will see even more built-in tools and other change from them.”
All 16 stars, named CMA, were checked, as they, probably, repeatedly suppressed the law. Having made the decision to modify their methods, they dodged judicial investigations, which could result in unlimited fines or even imprisonment.
No decision was publicly announced whether celebrities stopped the law, as they were not brought to justice. But the CMA claims that its proceedings are not over yet. He sent out warning alerts to more celebrities and intends to explore social platforms.
Andrea Coscelli, executive director of CMA, said: “The stars can greatly affect what their fans decide to buy. People may quite rightly feel fooled if what they consider to be an idol’s advice will actually be a marketing ploy.
“You should be able to immediately determine the publication, if there is any form of financial relationship, so that you can decide whether you need to spend your hard-earned money.” The method of approving goods, from clothing to cars, hotels and holidays, is widely used by so-called celebrities on social networks that may earn tens of thousands of pounds from companies for one mention on platforms such as Instagram.
The danger lies in the fact that consumers tend to choose a product that was advised by someone who is their idol.
Some stars use hashtags, such as #ad or #sponsored, to indicate that they geteded money for publishing content. CMA will continue to investigate the interest and responsibilities of social networks.
The Advertising Standards Authority launched a personal analysis into advertising on social platforms after complaining about this activity and twice caught the star of the reality show Louise Thompson in advertising products.