Make-up tycoon Suzanne Jackson and supermarket Lidl Ireland have been rapped by the advertising watchdog for breaches of the Advertising Standards Authority of Ireland code.
Beauty mogul Jackson, from Dublin, was hit with a complaint over misleading her nearly 300k Instagram followers over her dramatic eye look she featured on social media, while the cut-price chain was hit with a complaint over its advert of a man not wearing a life jacket on a paddle board.
The complaint against blogger and businesswoman Jackson, also known as SoSueMe, stated she misled her followers over the dramatic eye look she created on herself.
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The complainant said the 37-year-old Dublin multi-millionaire’s Instagram post suggested that the model’s dramatic eye look had been created by her using the mascara and kohl pencil featured in her post.
In fact, she was wearing false eyelashes. The complainant considered the Instagram post to be misleading and this was upheld by ASAI.
The complaint against Lidl, which was also upheld by the ASAI, stated it was against the law and the complainant considered the ad could encourage people not to wear a life jacket when using water crafts which may result in the loss of life.
The complaints against Jackson’s social media post and Lidl’s advert were among 16 cases reported across social media, email and online that were found to be in breach of the advertising code.
A total of 11 of the 16 cases were upheld and three were upheld in part. The ASAI Complaints committee chose not to uphold two complaints.
Commenting on the latest ASAI rulings, Orla Twomey, Chief Executive of the ASAI, stated: “The latest complaints bulletin from the ASAI shows that we have an important role in ensuring that advertisers in Ireland adhere to the advertising code. The ASAI monitors advertisements and marketing communications regularly to ensure that they are legal, truthful, decent, and honest, prepared with a sense of social responsibility to the consumer and society and with proper respect for the principles of fair competition.”
“The ASAI provides a free and confidential copy advice service to the advertising industry to help them create responsible ads. If an advertiser, agency, or medium has any concerns about a marketing communications’ compliance with the ASAI’s Code, they can contact us and avail of the free and confidential copy advice service.”
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