Warning issued after Consumer Protection Commission reviewed his Instagram account
The Competition and Consumer Protection Commission (CCPC) issued a compliance notice to the chef on July 28,
They highlighted three posts where Skehan promoted goods or events marketed by Wind Shore Goods – which sells such products as olive oil and crockery, as well a running events.
Officials said the posts contravened rules aimed at making it explicit when posts are paid promotions, including clear and appropriate disclosure labels
The formal notification included instructions to retrospectively update older content where appropriate, and also directed him to ensure that in all futures instances he would make it clear when a promotion is a paid promotion, including his “own brand” products and services.
The notice warns that Skehan’s social media channels will be the subject of further inspection by the CCPC to ensure adherence to the directions. The notification is open to appeal.
Dubliner Skehan (39) could not be reached for comment.
Meanwhile, the Advertising Standards Authority (ASA) has signed a new deal with consumer protection regulators to clamp down on social media influencers producing false or misleading content.
The new data-sharing agreement with the Advertising Standards Authority came into effect last week.
This agreement will allow for the ASA to share information where it suspects a possible breach to the CCPC.
The ASA will now have the jurisdiction to report information through a portal to the CCPC giving it greater access to investigate potential breaches.
It said social media influencers should avoid misleading consumers through unfair practices such as hidden or mislabelled advertising, or they could breach consumer protection law.
“This year we issued our first compliance notices against two prominent influencers,” Patrick Kenny, commission member at the CCPC, said. “We continue to monitor this sector closely and will act where we see breaches.”
A social media post may still breach consumer protection law even if it is properly labelled. It depends on whether the content is false or misleading.
Mr Kenny added: “Consumer law protects consumers when engaging with the commercial content posted by online influencers. With the ASA, we have produced guidance for influencers to help them follow the law.”
Their guide is aimed at addressing paid promotion, items “gifted” by brands or PR agencies, and the advertising of own-brand products and services.
The ASA’s code of practice requires that it is made clear when online content is for marketing purposes. It will then review complaints from any person or body who considers certain content to be marketing.