A watchdog has banned more social media posts by Geordie Shore star Chloe Ferry for breaking rules over ad disclosure.
The Advertising Standards Authority (ASA) banned an Instagram post by the influencer advertising water bottles, which included a swipe-up link to a site where consumers could buy them, for failing to make clear it was an ad.
The ASA ruling said, “We considered that although some of Chloe Ferry’s followers might have known about her commercial relationship with Ferry Homely, it was not immediately clear to all Instagram users that she had a commercial interest in the company from the post itself.
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“We considered that was especially the case since the post did not feature, for example, the name of the company or any other references to the company, which would have only have been apparent once consumers clicked-through from the swipe-up link.”
A representative for Ferry, who moved to a new home on the outskirts of Newcastle this year, said she "would take care to ensure that future ads were appropriately labelled".
The ASA said: “The ad must not appear again in the form complained about.
“We told Chloe Ferry to ensure that she made clear the commercial intent of her posts in future, and to ensure that her future posts were obviously identifiable as marketing communications, for example by including a clear and prominent identifier, such as ‘#ad’.”
In June, Ferry became one of four influencers to be the first to be named by the ASA for repeatedly failing to disclose ads on their social media.
She was listed on a new dedicated page on the regulator's website as it escalated enforcement action against influencers who do not make it clear to followers when they have received payment for a post despite being put on notice.
In May, Ferry was one of three reality TV stars reprimanded by the ASA for promoting debt advice service Debt Slayers without revealing that she was being paid.
She remained on the list for three months and was subjected to enhanced spot checks by the ASA's monitoring teams.
The watchdog revealed in March that it had been monitoring the Instagram accounts of 122 UK-based influencers, finding that its rules around ad disclosure were being followed just 35% of the time.
