The update published by Anssi Kela was considered hidden advertising.
According to the Advertising Ethics Council, Anssi Kela’s social media update was hidden advertising. Pete Anikari
Verkkokauppa.com received the Advertising Ethics Council note about hidden advertising in singer Anssi Kela’s publication.
The remark came from an update Kela shared on social media in October. In the update, Kela presented the product gift it received from Verkkokauppa.com. Verkkokauppa.com put on sale a Christmas calendar full of Fazer’s Green Balls marmalades. Kela is known in the public as a big friend of the Green Balls.
In its update, Kela wrote as follows:
– A couple of days ago, my followers started sending me a link to the news that @verkkokauppacom has launched the Christmas calendar of all time: 24 boxes of green balls. 52.8 kilos, 2400 bullets. Isn’t this just for Anssi Kela? Apparently, a similar word had been sent to Verkkis, because today a photo shipment was delivered to my door in the spirit of Christmas. Advent with these snacks!
An individual had made a request for an opinion on Kela’s publication to the Advertising Ethics Council (MEN). The complainant had considered the publication to be hidden advertising, as it did not have a separate advertising label.
The Advertising Ethics Council considers that Kela’s publication was marketing for which the marketer, Verkkokauppa.com, is responsible. MEN says that Kela’s publication was hidden advertising.
According to the note, Verkkokauppa.com should have instructed Anssi Kela in the advertising markings. KIMMO HAAPALA
In its response, Verkkokauppa.com explains that the sending of the Christmas calendar or possible social media publications was not agreed with Kela in advance. The company says that it did not recognize the need to instruct Kela on marking the commercial cooperation, as the transmission happened spontaneously. Verkkokauppa.com says that in the future it will instruct all recipients of product gifts in advance on how to mark potential social media publications, even if they were not agreed upon in advance and are not required.
Anssi Kela did not give an answer in the case.
The Council points out that the goods received can be equated with the consideration given in money from marketing. So it’s all about advertising, even if the money doesn’t change hands.
The publications have since been removed from Kela’s Facebook and Instagram accounts.
