Ads watchdog upholds first complaint against a blogger

The Advertising Standards Authority for Ireland’s (ASAI) independent Complaints Committee has released its latest Complaints Bulletin which contains 16 case reports on complaints they've recently investigated.

And for the very first time, a blogger has been included.

Roise Connelly: Photo from Instagram

It was claimed that Rosie Connolly's face had been filtered and photoshopped to promote a Rimmel Foundation.

The ASAI considered the advertising likely to be misleading and said that since the post had been removed no further action was necessary.

Rosie Connolly’s face had been filtered and photoshopped to an extent to which the complainant argued that people may purchase the Rimmel Foundation she was advertising and think they would achieve the same results.

Rimmel IRL called for removal of the post saying that it did not represent their values as a brand and did not want to mislead any of their customers.

Ms. Connolly said that Rimmel had approved the images which she had forwarded to them, therefore, the complaint should be addressed to them.

Commenting on the latest ASAI rulings, Orla Twomey, Chief Executive of the ASAI, stated:

Over the past few years, we have spent considerable time highlighting awareness in relation to advertising best practice within this space to ensure all relevant parties are equipped with the knowledge and resources to correctly identify commercial marketing content across their platform


You can find the full report, which includes a number of high-profiled companies, here

We've reached out to Rosie Connolly for further comment.

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