The ASA has upheld a complaint about an Instagram post from 12 February 2019 by TV personality Olivia Buckland.

The post featured Olivia holding a bottle of fake tan and included the following caption: “The V-Day prep is well underway and I’m topping up my tan with my fave @cocoabrowntan by @marissacarter 1 HOUR TAN MOUSSE Original –it gives me such a natural glow with no streaks and is the perfect accessory for date night with bae [heart eye emoji] Get yours now @superdrug #TeamCB #CocoaBrownTan #ValentinesDay #BrandAmbassador”.

Despite defining the term "Brand Ambassador" in her Instagram Bio (“a person who is paid or given free products by a company in exchange for wearing or using its products and trying to encourage others to do so”), OB's failure to include #ad in the post led the ASA to uphold complaints questioning whether the post was obviously identifiable as an ad.

The defined term was not dismissed wholeheartedly by the ASA but they determined that a consumer was unlikely to read the Bio in conjunction with the post and therefore the definition was unhelpful in these circumstances.

The golden rule stands - #ad - #always.