Chef Donal Skehan Faces Backlash for Ad Rule Violation

UPDATE: Celebrity chef Donal Skehan is under fire after the Competition and Consumer Protection Commission (CCPC) revealed he failed to properly disclose paid advertising on his social media. This urgent development comes as authorities crack down on influencers violating advertising regulations.

The CCPC issued a notice on July 28, 2023, following an inspection of Skehan’s Instagram account. The issue stems from a post promoting Wind Shore Goods, a kitchen product company founded by Skehan himself. The watchdog warned the popular TV personality that future promotions must clearly indicate when a trader has compensated him for advertising a product or service.

This announcement arrives alongside a new data-sharing agreement between the CCPC and the Advertising Standards Authority (ASA). This collaboration will allow the ASA to share information about influencers who repeatedly disregard advertising rules, tightening enforcement measures.

In a broader context, the CCPC began issuing compliance notices to influencers in 2024, targeting those who fail to comply with the Consumer Protection Act 2007 and the ASA’s advertising code. Notably, rugby star Brian O’Driscoll was previously cautioned for not disclosing payment for promoting the apparel brand Zerofit Europe.

The CCPC and ASA have upheld multiple complaints against other influencers since the joint guidelines were published earlier this year. In December 2023, a complaint against TV host Laura Fox was validated due to misleading disclosure regarding a dental treatment from Dental Options. Although her post included the tag #Collab, the CCPC deemed it insufficient, as the treatment was gifted.

Further scrutiny fell on beauty influencer Pippa O’Connor, whose posts promoting her brand Poco were found lacking proper advertisement identification. Additionally, influencer Julie Haynes, known as ‘twins_and_me’, faced nine complaints, one revealing that she used a filter while endorsing skincare products, misleading viewers about the product’s true appearance.

As the scrutiny intensifies, influencers in Ireland must pay close attention to compliance guidelines or risk facing similar penalties. Skehan’s case serves as a stark reminder for all influencers to adhere strictly to advertising regulations, ensuring transparency for their audiences.

What’s next? The CCPC is expected to ramp up its monitoring of social media influencers, making it imperative for others in the industry to review and adjust their promotional practices immediately. The implications for the influencer marketing landscape in Ireland could be profound, shaping the future of how brands engage with audiences online.

Stay tuned for further updates on this developing story.