UK’s Ad Watchdog Warns Sanofi for Using Instagram ‘Influencer’

The UK’s Advertising Standards Authority (ASA) — the ad industry’s self-regulatory organization— warned Sanofi for using an Instagram influencer to market its Phenergan Night Time insomnia drug.

Under the ASA’s Code of Non-broadcast Advertising and Direct and Promotional Marketing, “marketers must not use health professionals or celebrities to endorse medicines.” The ASA found that the Instagram influencer met the definition of celebrity for the purposes of the code.

The Instagram post in question was from February 2019 and depicted self-described “family blogThe Instagram post in question was from February 2019 and depicted self-described “family blogger” ThisMamaLife in bed next to a package of the Sanofi product. The caption with the post touted the effectiveness of the medication and included wording disclaiming that it was an advertisement.