New Decisions: Influencer ad identification, Rolla jeans outdoor ad removed, and more

The following decisions have been released to the ASA website:

Rolla Jeans outdoor advertisement removed

The large Rolla Jeans poster advertisement outside a dairy included imagery of a topless woman wearing jeans. The woman was covering her breasts with her hands. The text “Rolla’s” and “Sofia Ritchie” was written across the photo.

The Complainant was concerned the advertisement depicting a topless woman was located within 20m of a primary school.

The Complaints Board found the advertisement itself did not reach the threshold to be regarded as offensive, noting while there was a degree of sexuality, it was unlikely to cause serious or widespread offence as it depicted a fashion model in a way that was not exploitative or degrading.

The majority of the Complaints Board agreed to settle the complaint, noting the advertisement had been proactively removed and the media company had committed not to place the advertisement in that location in the future. The Complaints Board ruled the complaint was Not Upheld in Part and Settled in Part.

Influencer withdraws content not labelled as an ad

Erin Simpson’s Instagram advertisement promotes the Caci Clinic’s micro needling treatment through an Instagram story on her personal Instagram account. The post shows a picture of Erin’s face with text saying “My face will only be red for about an hour and then will go down! The benefits of this treatment will last months”. The post continues by saying “@caci_nz have different programmes and deals you can sign up to, to save your pennies. Click through or ring for a consult like I did”.

The Complainant was concerned the advertising content posted did not adequately acknowledge that the promoted Caci Clinic service was paid or gifted.

The Chair noted the Complainant’s concerns the advertisement did not contain sufficient identification to indicate it was advertising. The Chair acknowledged the Influencer’s self-regulatory action in removing the advertisement and ruled the complaint was Settled.