Ireland clamps down on photoshopped image

30 Jul 2018 , 12:36pm

The Irish advertising regulatory body has made its first finding over the new photoshop disclosure requirement against a blogger.

Irish advertising watchdog ASAI (Advertising Standards Authority of Ireland) made headlines earlier this year when it announced it would introduce new guidance 'aimed at ensuring Irish consumers are not misled by influencer marketing through online advertisements on blogs and social media websites' or by advertising imagery that is the result of post production techniques such as photoshop.

Disclosure requirement

ASAI issued its first finding in connection with the new photoshop disclosure requirement, ruling that Rosie Connolly, a blogger with a following of 192,000 Instagram followers, had posted a 'misleading image' in promoting a Rimmel’s foundation. The consumer complaint was made in response to Connolly’s 'photo-shopped and filtered' face in the campaign. A Rimmel representative confirmed that the image had indeed been filtered using an in-built camera feature and argued that this practice fell safely within ASAI guidelines, although the company agreed to discontinue use of the image.