Tropeaka advert probed by standards agency over undisclosed influencer deal
A TikTok promotional video that failed to disclose a commercial agreement has fallen foul of the Ad Standards Agency.
A video by influencer Sophia Begg, who goes by the name Sopha Dopha, featuring a Tropeaka canned-matcha product – labelling the drink as her “current hyperfixation” – failed to disclose that it was a product she had collaborated with the brand to create.
The agency said it received a complaint about said video, and it added: “The panel considered that the influencer appears to have an ongoing collaborative relationship with the advertiser. The panel also considered that the product shown in this post is the product on which the influencer has collaborated with the advertiser.”
The agency continued that, while the influencer’s username is on the can in question, it is only visible when the video is paused and examined.
”The panel considered that influencer content often serves to influence consumer behaviour,” Ad Standards said.
“In this context, the panel considered that when an influencer prepares her latest ‘hyper fixation drink’ in a post, followers are likely to purchase the relevant drink in order to experience the same taste satisfaction.”
Following the review, the video has now been removed; a similarly-captioned video remains on the influencer’s Instagram page.
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