An influencer’s Instagram post featuring Sainsbury’s infant formula has been prohibited by the UK’s Advertising Standards Authority (ASA) for breaching national advertising rules.
In a recent development, an Instagram story by influencer Kayleigh Johnson has been barred from circulation due to its promotion of infant formula, which is against UK regulations. The post included an affiliate link directing users to Sainsbury’s website to purchase the infant formula product. It also contained a question about whether users were planning to breastfeed, followed by a link labelled ‘Formula we use’.
The ASA has made it clear that under the UK Advertising Code, the marketing of infant formula is strictly prohibited in any form. This infringement by both the influencer and Sainsbury’s highlights the ongoing challenges in enforcing these advertising regulations. The ASA noted the lack of clear labelling of the post as a marketing communication as a contributing factor to consumer confusion, thereby emphasising the commercial intent was obscured.
Additionally, the ASA has issued a warning to both Sainsbury’s and the influencer, stressing the importance of clearly identifying advertisements in any future communications. This event underscores the stricter approach being taken by regulatory bodies to ensure compliance across all marketing platforms.
Meanwhile, ongoing discussions continue in the UK regarding advertising restrictions on infant formula. The Competition and Markets Authority (CMA) has previously indicated that these restrictions might be influencing the high prices consumers currently face for infant formula. Furthermore, the debate persists around the legislation prohibiting the use of loyalty points and vouchers for purchasing infant formula, which Iceland called to amend last year.
The ban imposed by the ASA reinforces the commitment of the UK regulatory bodies to uphold advertising standards, particularly concerning sensitive products such as infant formula.
