Marnie Simpson broke ad rules on Snapchat

Geordie Shore's Marnie Simpson broke ad rules on Snapchat

Two images uploaded in June should have been identified as ads

Two Snapchat posts by the reality TV star Marnie Simpson have fallen foul of the UK's advertising rules.

The Geordie Shore and Celebrity Big Brother cast member uploaded images of products from two firms that she has business relationships with, without identifying them as adverts.

This was judged to be a breach of the rules against "hidden" advertising on social media.

It is the first case of its kind to have involved Snapchat.

The Advertising Standards Authority (ASA) normally deals with such matters by ordering offending posts to be deleted or amended.

But since Snapchat Story posts automatically self-delete 24 hours after being added, Ms Simpson has not been ordered to take any action.

The two companies involved, however, have agreed to ensure the hashtag #ad appears alongside adverts they produce in the future.

Ms Simpson could not be reached for comment.

The 25-year-old has been a "brand ambassador" for tooth polish-maker Diamond Whites for nearly two years, while her management agency, Unleashed PR, began selling a range of coloured cosmetic contact lenses marketed as being "iSpyEyes by Marnie Simpson" earlier this year.

On 20 June, Ms Simpson uploaded two images.

The first showed her posing with a Diamond Whites case with the text "50% of [sic] everything" superimposed, and a link to the company's site.

The second featured the celebrity wearing a grey lens on one of her eyes, with the words "mrs grey coming soon" placed alongside her.

In both cases an unidentified individual contacted the ASA to complain the images had not been identified as ads.

Marnie Simpson was a Miss Newcastle finalist before joining MTV's Geordie Shore

Diamond Whites tried to defend the promotion featuring its product on the grounds that Ms Simpson's followers would already be aware of her commercial relationship with the firm. But the watchdog did not accept that this would be known by everyone who saw the image.

Unleashed PR suggested that in its case the wording featured was so vague that consumers would not know what product was being advertised or where to buy it. But the ASA said its code still required marketing promotions to be flagged as such.

"These might be our first Snapchat rulings, but the principle behind them is as old as the hills - ads, wherever they appear, must be obviously identifiable as ads," the authority's chief executive Guy Parker told the BBC.

"It's just not fair to expect people to play the detective, to work out the status of a tweet, post or story."

Other recent cases where the advertising watchdog has intervened:

• a post by the make-up blogger Sheikhbeauty on Instagram promoting Flat Tummy Tea that did not make clear she was being paid by the drinks company
• a tweet by the TV presenter AJ Odudu that featured a photo of an Alpro dessert with text describing it as one of her favourite snacks, but without any acknowledgement that she was being paid to promote it on social media
• a video uploaded by Made In Chelsea TV star Millie Mackintosh advertising a Britvic drink that used #sp - referring to "sponsored post" - to identify its nature. The ASA said it did not think consumers would realise what the hashtag referred to

The ASA does not have the power to impose fines itself, but can refer repeat offenders - whether they are brands or the celebrities endorsing them - to Trading Standards to take further action.

However, it hopes that the negative publicity that arises from its interventions acts as deterrent enough.

Even so, the ASA acknowledged earlier this month that an increasing amount of its time was being taken up policing "influencer marketing". And it urged marketers to put monitoring systems in place so that they themselves could spot and fix instances where celebrities had failed to use the #ad label.

Jio Phone Explodes

Jio Phone Allegedly Explodes While Charging, Company Claims Damage Caused Intentionally

A Jio Phone unit has reportedly exploded while charging, marking the first such instance since deliveries began roughly a month ago. In a statement to internatinal news1992 on the matter, a Reliance Retail spokesperson said the company is aware of the incident, and found in its initial investigation that the damage has been caused by intentional sabotage. The Twitter account that first posted the image has deleted the tweet. Jio Phone bookings touched 6 million in its first round of pre-orders, and the second round is expected to start in the last week of October or first week of November.

According to a report by technology blog Phone Radar, the Jio Phone explosion happened in Kashmir. The now-deleted image on Twitter shows the back panel of the phone has been melted but the battery underneath the casing seems to be intact. The front panel also doesn’t have any bearings of an explosion. The blog claims to have access to a photo of the phone’s charger, and its wire is supposedly also melted. Citing a Lyf distributor who checked the device, the report says the battery is remains operational.

In a statement, a Reliance Retail spokesperson said, “Jio Phones are designed and manufactured with global standards, and each phone goes through stringent quality control process. The said incident has been reported to us. Our initial investigation suggests that this is a case of intentional sabotage. The damage to the device seems to have been intentionally caused. The incident, as well as its timing, has been designed by vested interests to malign the brand. We will take appropriate action based on further investigations.”

Jio Phone is expected to slow down the switch from feature phones to smartphones courtesy its smartphone-like features at zero ‘effective price’; buyers need to pay Rs. 1,500 as deposit at the time of delivery. Its highlight is the access to 4G Internet and availability of movie, music and video streaming apps. In fact, since the launch of Jio Phone, other telecom operators have partnered with handset makers to bring phones bundled with freebies. These include Airtel and Karbonn’s A40 Indian Android smartphone and BSNL and Micromax’s Bharat-1 4G feature phone.