Belfast Telegraph

Made In Chelsea's Louise Thompson sorry for ad rules breach

By Josie Clarke

Made In Chelsea's Louise Thompson has apologised after receiving a warning for failing to identify an Instagram story promoting a beauty brand as an ad.

A story on the reality star's Instagram page on May 3 included a video of her showing a brush product with the on-screen caption: "Obsessed with my glowspin! Swipe up for $100 off using my code 'louiseglow Swipe up awesome @vanityplanetstore."

The Advertising Standards Authority (ASA) received a complaint that the post was not obviously identifiable as an ad.

Vanity Planet said it was not its intention to violate any advertising rules, adding that it had since reworded contracts to state that influencers should ensure they meet UK advertising standards.

Thompson said she had been paid a fee to promote Vanity Planet, but added there was no explicit obligation required to include "#ad" or any other qualifier to the story post.

The ASA said both Louise Thompson and Vanity Planet were jointly responsible for ensuring the promotion complied with advertising rules.

Belfast Telegraph

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