And just like that, Ad Standards has cracked down on a second influencer for not making it incredibly clear that their post is being paid for by a company. The lack of #ad will forever haunt Aussie influencers, it seems.
Rozalia Russian has become the second Aussie influencer to be pinged for not specifying that her product pic on Insta was an #ad, just two weeks after the same thing happened to Bachie winner turned influencer Anna Heinrich.
Rozalia Russian is a Melbourne-based influencer who has become known for her high-end fashion and looking downright killer in pretty much everything that she puts up on the ‘gram. However, in one of her posts to her 256k followers, she forgot to use the #ad hashtag, and is now copping a slap on the wrist for it.
The post was in partnership with Tom Ford to help promote its Soleil Blanc perfume. It was posted roughly 14 weeks ago, and at the time of writing, has yet to be edited to include an #ad or paid partnership tag.
Last week, Anna Heinrich was called out by the Australian Association of National Advertisers (AANA) after she breached the Code of Ethics around advertising that were put into place early February this year.
“There are no rules in Australia that require you to use #ad or #spon. However, the AANA do recommend using it for paid-for posts as it is a simple way to ensure your followers can distinguish it as advertising,” reads the Ad Standards guidelines for influencers.
“Including the hashtag and handle of the brand being promoted is considered to show that the post is an advertisement.”
Heinrich’s post, made in partnership with fashion label Runway, has since been edited to include a paid promotion tag.
When a post gets complained about to AANA, the case goes to the Ad Standards Community Panel, where an influencer’s post is examined and discussed. In the end, it is decided whether or not an influencer can keep their post.
According to Mumbrella, Tom Ford refused to participate in the panel, and refused to comment after it was ruled that Rozalia Russian breached guidelines with her post.
The ball is now in Rozalia’s court.