The social media star told the ASA that he believed the references to JD Sports made it clear to viewers that the video was an excerpt from a TV ad
KSI had been contracted to post ads on behalf of the retailer and the ad had been produced with its approval.
The influencer told the Advertising Standards Authority that he believed the references to JD Sports in the ad made it clear to consumers that the video was an excerpt from a TV ad in which he had featured. But after receiving a complaint, KSI included #ad in the post's caption in order to"mitigate any risk of consumers being misled".
The ASA said it welcomed KSI's"assurances" that the post had been amended but said it was still not"made clear" at the time the post was originally seen."However, at the time the ad was originally seen, the commercial intent behind the post was not made clear upfront and the ad was not obviously identifiable as such.The ASA also advised both JD Sports and KSI to make sure their future ads were"obviously identifiable".
"We told JD Sports and KSI to ensure that in future their ads were obviously identifiable as marketing communications and made their commercial intent clear upfront, for example, by including a clear and prominent identifier such as #ad," it added.Read more from Sky News:
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