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AIBU?

Share your dilemmas and get honest opinions from other Mumsnetters.

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Instamums 5

999 replies

Supernorthernme · 01/04/2018 00:04

The thread continues....if it hasn't continued elsewhere! @Lateforall it was me who questioned Lobella loves depression wears lippy campaign. I get that the idea is that being a bit glam might be a way of coping. And i have been guilty of putting my face on to carry on in the world. I get that not everyone with pnd is sat at home in pjs unshowered with greasy hair. But I just find the whole thing so false on her account - maybe that is because I know of her in real life.

But I think so many of them have massivley over exaggerated aspects of their lives because it sells. Whether that is FODs clumsy parenting or whatever. But it really doesnt sit well

OP posts:
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Areyouinthegame · 02/04/2018 19:18

Have you seen just how low dlams engagement is? She's not all that. 1 to 2% is rubbish.

miamimice · 02/04/2018 19:24

But we’ve already perceived it to be an ad. At least if she added some words about the bag they would get better value for money. Maybe she actually bought the bag from the charity after all. It’s possible I suppose.

Sofialemon · 02/04/2018 19:25

@PavlovaPrincess

Ffs, seriously

However when the brand has control over the content of the post and rewards the influencer with a payment, free gift, or other perk, the post becomes an ad

The first part of that statement is as important as the rest. You seem to be completely missing my point which is that in many posts the brands have had absolutely NO SAY in the content or whether the blogger will even feature the item.

PavlovaPrincess · 02/04/2018 19:27

@Sofialemon I honestly think you don't understand how any of this works.

But ultimately, it's up to ASA to decide. These things are being reported so we'll have to wait and see what the outcome is.

Sofialemon · 02/04/2018 19:28

@miamimice
Another blogger said themselves there is no such thing as a gift, they are all business collaborations. Bloggers are hiding behind semantics around concepts such control so as to avoid being transparent with consumers.

I think what they actually meant is that the bloggers are doing the brands a favour featuring the product. It's mutually beneficial.

Areyouinthegame · 02/04/2018 19:30

Yes thus a transaction, a business agreement, a AD.

Sofialemon · 02/04/2018 19:32

@PavlovaPrincess

@Sofialemon I honestly think you don't understand how any of this works.

Actually I think it is you, and others on here who don't understand. Of course I don't know all of the ASA guidelines or legalities of running an insta account as a business, because I don't run one. I do think I "get it" a lot more than many of the posters on here.

miamimice · 02/04/2018 19:33

“Mutually beneficial” - yep that’s how business normally works!

Sofialemon · 02/04/2018 19:36

Re the DMBL40 post example used to show she does #ad gifted etc older items. I have noticed she now does that, she never always used to, she started after all the fuss on here. I'm not sure if it is actually an ASA legal requirement to do so.

Maybe she was just pissed off with being named on the bloggers thread so much and sick of defending herself on there so she is now as transparent as possible.

Areyouinthegame · 02/04/2018 19:39

Yes and has it done her any harm? No she's leading the way. People appreciate her clarity. And I'm sure anyone that collaborates with her do too.

Sofialemon · 02/04/2018 19:39

@PavlovaPrincess

It's really annoying how when something you (and others on here) have stated is flagged up as being incorrect you go back to saying "it's up to the ASA" to decide.

Can you not admit that you are wrong?

PavlovaPrincess · 02/04/2018 19:45

@Sofialemon I'm not wrong just because you've decided I am. What part of my post is incorrect?

If the brand has asked the influencer to show the product in a positive light in return for a freebie, it should be marked as an ad or at the very least, a gift.

None of us here know exactly what DLAM has been asked to do in return for what, because she doesn't care to tell us.

Areyouinthegame · 02/04/2018 19:51

I agree pavlova the brand always has control. So gifts should be ads. The influencer will not bite the hand that feeds them.

Sofialemon · 02/04/2018 19:56

@PavlovaPrincess

rewards the influencer with a payment, free gift, or other perk, the post becomes an ad.

They don't have to be paid money for it to be considered an ad.

This is what you are wrong about as for it be an an ad the first part of the statement (as stated below) also applies. The and imo being crucial.

However when the brand has control over the content of the post and rewards the influencer with a payment, free gift, or other perk, the post becomes an ad.

Sofialemon · 02/04/2018 20:03

@PavlovaPrincess

If the brand has asked the influencer to show the product in a positive light in return for a freebie, it should be marked as an ad or at the very least, a gift.

I'm starting to wonder if you read any blogs or just look at insta. I've read on many blogs that they are sent huge amounts of "gifts" and get requests to feature all kinds of stuff.

If they are gifted something that they have not agreed to feature and they do decide to feature the item they are not told what to say and don't have to follow any guidelines set by the brand.

I have seen stories in which the blogger has said they were sent a product which they have tried and wouldn't personally buy. Annaelerihart and Esther Corren definitely do this.

That featured item is a gift but the ASA guidelines on gifts as I've already said are quite ambiguous. It definitely wouldn't be an ad.

miamimice · 02/04/2018 20:04

In some ways you are right, Sofia, in that the rules are murky (and hence open for interpretation by people with different positions on this - ie consumers and bloggers). But this link has been posted before and it explains the regulator view and says disclosure of gifts is more about business ethics because gifts of value can create a 'corrupting' effect - ie there is zero chance of a bad/honest review where gifts of value are received. When talking about value, we aren't talking about Hermes v Kurt Geiger. Many of us work in industries where gifts of very low value have to be declared because of their potential to 'corrupt'.

www.vuelio.com/uk/blog/regulators-on-influencers/

PavlovaPrincess · 02/04/2018 20:05

I have seen stories in which the blogger has said they were sent a product which they have tried and wouldn't personally buy. Annaelerihart and Esther Corren definitely do this.

Great! So they don't have to mark it as an ad.

Feels like we're finally getting somewhere, doesn't it?

nipersvest · 02/04/2018 20:05

I don’t think DMBL40 tags and hashtags now just because she got p’d off with being pulled up about it, it’s more to do with professional integrity and positioning herself as a reliable and valuable influencer.

Mumofkids · 02/04/2018 20:06

Love Motherpukkas ad! Actually made me want to buy it because I believe her! She looks lovely and I feel she's been honest.

But sadly it's not cruelty free, so I won't buy it.

Sofialemon · 02/04/2018 20:08

@Areyouinthegame

The brands are definitely not always in control.

To whoever was taking the piss about Martha featuring Ariel and a kids app, why? Do you think she doesn't do shit loads of washing like the rest of us and that her kids don't really use tablets?

Surely she's the perfect type of instagramner to market those brands? Ariel's a big brand so I'd assume pays well, I wouldn't say no.

Mumofkids · 02/04/2018 20:13

@sofialemon
Who was taking the piss? Take a deep breath and calm yourself. It was just pointed out a big ad was in stories...

Sofialemon · 02/04/2018 20:18

@PavlovaPrincess

I said in Stories so they may well have also posted a picture of, for example, 5 face products they were sent and not used #ad or #gift.

You would no doubt be complaining saying it should be #ad as you think it obviously is but had you seen their stories (or maybe read their blog) you'd know they were just sent the stuff and actually didn't even like it.

Sofialemon · 02/04/2018 20:19

@Mumofkids

Sorry, was it you? I can't actually remember or be bothered to scroll back, but the tone of the comments was definitely imo taking the piss out of her.

Mumofkids · 02/04/2018 20:22

Well in that case you definitely need to chill out. I was not taking the piss. I'd asked previously if this ad stuff was law with Instagram and that off the back of her ad towels in stories yesterday, today there was an ad. Very large letters. You seem so aggressive and angry I don't think it's doing any of your points any favours.

Sofialemon · 02/04/2018 20:24

@Mumofkids

I'm perfectly calm and you haven't actually answered my question, what is so wrong with Martha featuring those brands?

I'd understand the consternation if she was advertising an exclusive laundry service which she blatantly had never used and probably 80% of her followers wouldn't be able to afford, but Ariel? I thinks that's fine.