Molly-Mae Hague sees Instagram post banned for lack of advertising disclosure

An Instagram post from influencer Molly-Mae Hague advertising a PrettyLittleThing dress was banned after she failed to provide any indication that it was an ad.

The post, seen on Oct. 31, showed an image of Molly-Mae wearing the dress, which read: ‘You can actually shop it on PLT now – Couldn’t make it available to you either,’ followed by a link to the retailer’s website.

A viewer, who understood that the social media star was a creative director at PrettyLittleThingcomplained that the ad did not make its commercial intentions clear.

Beautiful little thing confirmed that Molly-Mae was a creative director with the retailer, and that their contractual agreement specifically stated that they had to include the #ad disclosure in messages.

The company understood that the disclosure had been inadvertently omitted and had reminded the former: Love Island star of the requirement to avoid similar mistakes in the future.

A Molly-Mae spokeswoman also confirmed that the #ad disclosure was inadvertently omitted and would be used in the future.

The Advertising Standards Authority (ASA) said: “We noted that the story appeared in Molly-Mae Hague’s own account and contained no indication that it was a marketing statement.

“We felt that while some of her followers may have known she was the creative director at PrettyLittleThing, it wasn’t immediately apparent to all consumers that she had a commercial interest in PrettyLittleThing from the post itself.

‘That is why we came to the conclusion that the commercial intention behind the story was not clear beforehand and was not clearly recognizable as a marketing expression.

“We welcomed commitments from both PrettyLittleThing and Molly-Mae Hague that similar posts will include a label like #ad in the future.”

Molly-Mae was us all before in July when she took to Instagram to share the ‘wild behaviour’ from this year’s Islanders during Casa Amor, saying her “head fell off” as she took in all the antics of those (usually coupled) getting pretty sociable with the newcomers.

She also recently reassured fans that she and boyfriend Tommy Fury – who met on Love Island in 2019 – were still together as rumors circulated following the boxer’s move to a new apartment while training in London.

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