The Influencer Who Promised Too Much

Case Study 3: The Influencer Who Promised Too Much

Topic: Ethics in Advertising and Regulatory Bodies

Slide 1: Introduction

Good morning, everyone.

Today, I am going to present Case Study 3, titled The Influencer Who Promised Too Much.

This case is about a skincare company called GlowPlus. The company hires a popular social media influencer to promote its face cream.

The influencer claims that the cream removes all pimples in three days and guarantees flawless skin for everyone.

However, the company has no sufficient scientific evidence to support these claims, and the influencer does not disclose that the advertisement is sponsored.

This creates serious ethical problems in advertising.

Slide 2: Question 1 – Ethical Problems

There are three major ethical problems in this case.

1. Misleading Claims

* The influencer promises to remove all pimples in three days.

* There is no sufficient scientific evidence to support this claim.

* Every person’s skin is different.

2. Hidden Sponsorship

* The influencer does not inform viewers that the post is paid advertising.

* This prevents consumers from recognising the promotional content.

3. Consumer Protection

* Consumers purchase the cream based on false expectations.

* They may lose money and experience disappointment or skin irritation.

Therefore, advertising must be truthful, transparent and responsible.

Slide 3: Question 2 – Responsibilities of Advertiser, Agency and Influencer

All three parties have important responsibilities.

Advertiser – GlowPlus

* Provide accurate information about the product.

* Support product claims with scientific evidence.

* Avoid misleading promises.

* Correct false advertisements.

Advertising Agency

* Check the accuracy of advertising claims.

* Ensure that the advertisement follows ethical guidelines.

* Avoid creating exaggerated promises.

Influencer

* Clearly disclose paid partnerships.

* Share honest opinions and experiences.

* Avoid making unsupported medical or skincare claims.

* Follow advertising guidelines.

Example: The influencer could say that GlowPlus is a skincare product and explain its verified benefits without promising guaranteed results.

Slide 4: Question 3 – Role of ASCI

ASCI stands for the Advertising Standards Council of India.

It is a self-regulatory organisation that promotes responsible advertising in India.

Its role includes:

* Examining complaints about misleading advertisements.

* Promoting truthful and honest advertising.

* Issuing guidelines for influencer advertising.

* Recommending changes or removal of advertisements that violate its code.

* Encouraging influencers to disclose paid partnerships clearly.

For example, if GlowPlus makes unsupported claims, a complaint can be submitted to ASCI for review.

ASCI’s role is important, although it does not replace government regulators or legal remedies.

Slide 5: Question 4 – Effects of Misleading Advertising

Misleading advertisements can have negative effects on consumers, brands and society.

1. Effects on Consumers

* Financial loss.

* Unrealistic expectations.

* Possible skin problems.

* Loss of confidence in online recommendations.

2. Effects on the Brand

* Negative publicity.

* Loss of customers.

* Damage to brand reputation.

* Reduced sales in the long term.

3. Effects on Public Trust

* People may stop trusting influencers.

* Consumers may become suspicious of online advertisements.

* Trust in digital media can decrease.

My opinion: A company may gain temporary attention through exaggerated claims, but it can lose customer trust in the long run.

Slide 6: Question 5 – Five Guidelines for Future Influencer Campaigns

GlowPlus should follow these five guidelines:

1. Truthful Claims: Make only claims supported by reliable scientific evidence.

2. Clear Sponsorship Disclosure: Influencers must clearly disclose paid promotions using labels such as Ad or Sponsored.

3. Consumer Safety: Avoid promises that could encourage unsafe product use or create unrealistic expectations.

4. Follow Advertising Rules: Follow ASCI guidelines and applicable Indian laws, including consumer protection rules.

5. Monitor Advertisements: Review influencer content before publication and correct misleading claims immediately.

These guidelines can help the company protect consumers and build a trustworthy brand.

Slide 7: Conclusion

To conclude, the GlowPlus case study shows why ethics are important in advertising.

Influencers have a strong influence on their followers, especially young consumers.

Therefore, they must communicate honestly and disclose paid partnerships.

Advertisers and advertising agencies must also ensure that product claims are accurate and supported by evidence.

My final message is: “Trust is more valuable than temporary popularity.”

Thank you!