A COMPLAINT TO the Advertising Standards Authority Ireland (ASAI) about a “filtered and photoshopped image” of blogger Rosie Connolly has been upheld as it was found to be misleading.

The same person made two complaints to the advertising watchdog – one on Rimmel Ireland’s Facebook page and the other on Connolly’s Instagram page.

The ASAI said that this was the first time a complaint made to it in relation to an online influencer had been upheld by the Complaints Committee.

When promoting the image on her Instagram page Connolly, a fashion, beauty and lifestyle blogger, said:

Head to my Snapchat or Insta story to see how I applied it, and how it lasted all day. Great for being on the go, and a 10/10 from me.

The complainant argued that the image was misleading as it had been filtered and photoshopped.

According to the complaint, detailed on the ASAI’s website:

She considered that people may purchase the Rimmel Foundation thinking they would achieve the same results if they used the product but as the image had been altered this would not be the case.

In response, Connolly told the ASAI that Rimmel had approved the images which she had forwarded to them, insisting that the complaint should therefore be addressed to them.

Rimmel Ireland acknowledged that the image in the posts had been filtered using an in-built camera feature and said that it had not been intended to mislead. The company said it had removed the post as it did not reflect its values.

Connolly has also removed the image.

Stringently monitor all paid posts

The beauty brand said that in future its policy would be made even more explicit to require the use of any filters or photoshopping by any influencer to be flagged. Details of any alteration should also be provided, it said.

Rimmel Ireland said that it will “stringently monitor all paid posts” to ensure all activity meets the new guidelines.

When considering the complaint, the ASAI complaints committee found that “the use of post-production techniques which exaggerated the effects of an advertised product could mislead” and they welcomed the steps the advertisers had taken in removing the posts.