Mira Potkonen received a warning about hidden advertising.
Mira Potkonen won several prestigious medals in her boxing career. Matti Matikainen
The Ethical Council of Advertising has given former boxer Mira Potkonen a warning about hidden advertising.
Potkonen, 43, had published a car photo on his Instagram account on October 18, 2023, along with which he said in his publication that the car is a big part of his everyday life. He also mentions the name of the car dealership in his publication.
The Advertising Ethics Council emphasizes that, according to Article 7 of the ICC Marketing Rules, “marketing must be clearly identifiable as marketing, regardless of the presentation method and media”. If necessary, the advertisement must be marked as an advertisement and the commercial purpose of the marketing must be clearly stated.
Product marketing must not, for example, be disguised as user-generated content or personal publication on social media.
There is no advertising ID in Potkonen’s Instagram post. The Ethical Council of Advertising emphasizes that the expression “advertisement” can be considered a clear advertising identifier.
– Based on the report presented, the Advertising Ethics Council considers that the influencer’s procedure is marketing. The influencer markets on behalf of the company and the company is responsible for the process. The publication is not immediately recognizable as marketing, i.e. it is hidden advertising, the decision of the Advertising Ethics Council states.
– The advertising tag must be easily visible to the consumer right at the beginning of the Instagram text and in every post in the story and reel section.
Potkonen won several prestigious medals in his boxing career. He achieved, among other things, two Olympic bronzes and two World Championship bronzes. There are also two EC gold medals in the trophy cabinet.
He ended his career in August 2021.