The Bachelor’s Anna Heinrich breaches advertising watchdog’s code of ethics with sponsored post that didn’t include the #spon hashtag – as industry cracks down on influencers
A reality TV star has landed herself in hot water with the advertising watchdog over a sponsored Instagram post that wasn’t clearly distinguishable as an advert.
Anna Heinrich, who won Tim Robards’ season of The Bachelor in 2013, breached the new rule about distinguishable advertising as laid out in the Australian Association of National Advertisers (AANA) Code of Ethics, reports Mumbrella.
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 has 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 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.
AANA’s code states 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 on 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.
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’. (Daily Mail Australia is not suggesting Ms Heinrich has bought Instagram followers.)
Daily Mail Australia has contacted Ms Heinrich’s agent, David Dalton at Chic Talent Management, for comment.