ASA takes action on influencer Grace Beverley's banned ads in landmark crackdown

Three of the six ads by Grace Beverley banned by the ASA

Six advertisements created by Grace Beverley, a former influencer who now owns a business, have been banned by the Advertising Standards Authority (ASA) because they were not clearly identified as ads.

The banned advertisements include two Instagram reels and four TikTok posts that were posted on Beverley's personal social media pages. These posts were promoting Tala, the fitness clothing brand that Beverley established in 2019.

The ASA found that all six ads, which were posted in October, violated the CAP code. Even though Beverley, who has one million Instagram followers, owns the brand.

Miles Lockwood, the director of complaints and investigations at the ASA, described this case as precedent-setting in an interview with Our Website.

Even when influencers are posting with a business account, it is important for them to clearly label their ads. It shouldn't be up to the public to figure out if they are viewing paid content. Including a visible '#ad' can make a big difference.

Beverley, who was recognized in the Forbes 30 Under 30 Europe list in 2020 for retail and ecommerce, is the proud owner of two businesses: fitness supplements brand Shreddy and planner business The Productivity Method.

In a statement to Our Website, Beverley expressed her respect for the ASA's decision regarding her social media posts about Tala, a business she started.

Beverley believes that more support should be provided to founders when they discuss their businesses online. She aims to promote open discussions, clear communication, and transparency on how business owners can authentically share about their work online, without it being mistaken for sponsored content.

Cross-pollination

When posting content online to promote their brands, business owners should label their posts as ads, as per ASA and CAP guidelines. In response to complaints, Tala defended their ads by pointing out the explicit language used to show Beverley's commercial relationship with the brand as the owner, stating that using "#ad" was unnecessary.

Tala believed that if the posts were labeled as adverts, it would have been deceptive. Consumers might have seen Beverley as an impartial influencer without any commercial interest in the brand, only promoting products because she was paid to do so.

According to the CAP code, marketing communications should be clearly identifiable. The ASA determined that Beverley's posts about Tala were considered marketing communications even though they were not paid advertisements. Therefore, both Beverley and the brand had to make sure the posts followed the rules.

The ASA states all social media posts by Beverley about Tala must make sure the commercial intent is clear, with “#ad” on show.  

Editor's P/S:

The ASA's ban on Grace Beverley's advertisements highlights the increasing scrutiny on influencer marketing. The ASA's ruling sends a clear message that influencers, regardless of their ownership status, must clearly identify their promotional content as ads. This decision ensures transparency for consumers, who should not have to decipher whether a post is genuine or sponsored.

Beverley's defense that using the hashtag "#ad" would have undermined her authenticity is problematic. Influencers have a responsibility to prioritize the trust and understanding of their audience. The use of "#ad" does not diminish the value or authenticity of a post; rather, it provides consumers with the information they need to make informed choices about the products being promoted. Influencers must strike a balance between promoting their businesses and maintaining the trust of their followers. By adhering to the CAP guidelines, influencers can foster a transparent and mutually beneficial relationship with their audience, ensuring that both parties are fully aware of the commercial intent behind any promotional content.