Popular social media influencer Emily Canham, known for her lifestyle posts and vlogs, is believed to be the first TikTok star to be reprimanded by the Advertising Standards Authority (ASA). Her warning comes after she posted a video featuring GHD styling products, letting her 698,000 followers know they would receive a discount if they used her promo code, but failed to mention her contract with the hair brand.
The video showed Emily using a GHD hairdryer and straighteners with the caption "hiii just a lil psa there's 20% off the GHD website TODAY ONLY with the code EMILY … #fyp #foryourpage". It has since been taken down.
The ASA report states that, "We assessed the post as it would have appeared in-feed on TikTok and considered that there was nothing in its content, such as '#ad' placed upfront, that made clear to those viewing it that it was an ad." They added, "We therefore concluded that the post was not obviously identifiable as a marketing communication and as such breached the Code." In the past the ASA have given similar warnings on Instagram, Twitter, Snapchat and Facebook posts, but not TikTok.
Emily's agent said she hadn't been paid for the post, or received any commission via the promotional code she tagged it with, and said that although she had been contracted with GHD, the post was made outside of the agreed dates of her obligations.
A post shared by Emily Canham🥰 (@emilycanham) on Oct 24, 2020 at 1:46am PDT
The ASA report also states, "We noted from the agreement that the post under investigation had been made after that agreement had been put in place, and noted the code and statement “20% off the GHD website TODAY ONLY with the code EMILY” appeared in other posts on social media made by Ms Canham as part of her contract with GHD on the same day as that post."
It adds: "Although we acknowledged that Ms Canham’s agent and GHD stated that the post under investigation was not paid for, we noted that the post featured the same promotional code stipulated in the agreement to promote GHD."
Emily is also popular over on Instagram, where she boasts 708,000 followers, as well as on YouTube (where she has over 1 million subscribers). Beyond her social media career, she is known for her relationship with James Bourne, one third of the band Busted.
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