Model Nikki Phillips Becomes Latest Influencer To Breach Advertising Standards Code Of Ethics With Her Magnum Sponsored Article
Model Nikki Phillips is the latest influencer to break advertising standards after creating a sponsored post for Unilever’s Magnum ice cream.
The 38-year-old has been the subject of complaints against her for tagging #MAGNUMluxegOLD, but did not disclose her relationship with Unilever in a May 7 post.
The breach comes as advertising rules were updated in February by the Australian Association of National Advertisers (AANA) Code of Ethics.
Oh my God: Model Nikki Phillips is the latest influencer to break advertising standards after creating a sponsored post for Unilever’s Magnum ice cream
The organization pursued the violation and said that “influencer and affiliate marketing often appears alongside organic / authentic user-generated content and is often less obvious to the public.”
Nikki has since amended the post with the hashtag “#ad”, while her client Unilever admitted the post did not comply with the new rules.
“We recognize that the post was not compliant as the relationship between Unilever and the influencer was unclear,” the consumer goods company said.
They continued, “We apologize for this non-compliance and advised Nikki Phillips to clearly edit the post to emphasize that it is a sponsored post.”
Corrected! : Nikki has since amended the post with the hashtag “#ad”, while her client Unilever admitted that the post did not comply with the new rules.
The code, which was updated on February 1, requires influencers to transparently disclose partnerships and advertising agreements on posts by adding #ad or #sponsored, or other separate markers.
“The relationship should be clear, obvious and direct to the audience and expressed in an easy-to-understand manner,” reaffirmed the Ad Standards panel in relation to Nikki Phillips’ message.
A recent Hypeauditor analysis of 2,548 Australian influencer posts that were sponsored found that almost half did not disclose or use the correct hashtags to distinguish partnered ads.
The new rules in place: The code obliges influencers to disclose partnerships and advertising agreements on publications. Other Nikki Williams Instagram posts use the #sp tag, which AANA says “may not be sufficient”
Bachelor star Anna Heinrich was the first influencer to be arrested breaking the code when her article for clothing brand Runaway The Label was not clearly flagged as an advertisement.
Anna posted this post on February 11, just 10 days after the updated AANA Code of Ethics went into effect.
His manager claimed he was not made aware of the advertising standards concerns initially, after which the post was immediately edited and now has a “paid collaboration with” disclaimer at the top.
The First Breach: Bachelor star Anna Heinrich was the first influencer to be arrested in violation of the code when her post for clothing brand Runaway The Label was not clearly marked as an advertisement