UK-based brand Pretty Little Thing has been caught in an influencer advertising dispute, with Ad Standards Australia calling for the modification or removal of an Instagram post by well-known influencer Gracie Piscopo who had tagged the womenswear retailer in it.
On December 1 last year, Piscopo posted on Instagram two images of her in a dress. The caption read “golden hour [sun emoji] @prettylittlething”.
Piscopo has since been accused of continually posting sponsored or gifted content without declaring it.
An Ad Standards community panel revealed that Pretty Little Thing had not provided a response to the accusation, adding that it was therefore unclear whether it had arranged for the Instagram post.
“The panel noted however that the post was published by a very well-known influencer and so it was likely that she did have some form of commercial arrangement with the brand.
“On this basis, the panel considered that the advertiser had a reasonable degree of control over the post, and therefore it was advertising, as defined under the code.”
Piscopo’s post is still up on Instagram in its original form.
The Ad Standards panel had considered that while it may be clear to some people viewing the material that this was an advertisement, “it could also be interpreted as an organic post about a clothing label.”
“The panel considered that there was nothing in the wording or pictures of the material which clearly identified the nature of the relationship between the influencer and brand.
“The panel considered that in this case tagging the brand was not sufficient to satisfy the Code’s requirements and that the Instagram post was not clearly distinguishable as advertising.”
Pretty Little Things has not provided a response to the panel's decision. Ad Standards will continue to work with the relevant authorities regarding this issue of non-compliance.