Love Island contestants are being given a new guide to help they follow the law/rules on social media advertising for when they leave the villa. The Advertising Standards Authority (ASA) has teamed up with ITV to make sure the contestants are aware of how to be upfront to their followers with paid advertising.
“Given the popularity and success of Love Island, many brands and companies may look to enter into commercial partnerships with contestants as a quick and effective way of reaching and promoting directly to their social media followers,” the ASA states.
ITV
Adverts on social media have to be clearly identified and normally this is with ‘#ad’ on the paid posts. This is now a law so the ASA and the Competition and Markets Authority can figure out what is an ad and what is not.
The body’s chief executive Guy Parker said: “Our checklist is a quick and effective way of helping Love Islanders ensure their social media posts stick to the rules and avoid misleading their followers.
“Our message is simple: make sure you’re upfront and clear when you’re being paid to post.”
The ‘survival kit’ will show how to declare ads on social media includes advice for paid-for posts and gifts, as well as information on how to display messages clearly.
It also offers guidance on discount codes, stating: “If you’re being rewarded for sales from a discount code or affiliate link in a post you need to say this is an ad. If only some of the links or content relate to the promoted product you need to make clear which parts of the post are an ad.”
Anyone who is not clear about paid content could face a potential ASA investigation.
People with a high follower count on Instagram means they will be about to get thousands of pounds for an advertisement post. This years contestant Molly-Mae, who has a following of 2.2 million, could earn more than £7,000 for a single social media picture.
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