The Advertising Standards Authority of Ireland has confirmed that a complaint about a "misleading" makeup advertisement has been upheld.
The ad, which was shared by popular influencer Rosie Connolly, was claimed to have been photoshopped and filtered.
Connolly shared the image, which was an ad for Rimmel Foundation, on her Social Media pages.
The complainant found that ad to be "misleading" stating that: "people may purchase the Rimmel Foundation thinking they would achieve the same results."
Following an examination of the complaint, it was upheld by the ASAI, the first time ever for this to happen.
Orla Twomey, Chief Executive of the ASAI, said about the complaint that:
“The latest complaints bulletin from the ASAI illustrates our ability to handle complaints across a large number of mediums. This is the first time a complaint about an influencer / blogger has been adjudicated on by the Complaints Committee.
"Over the past few years, we have spent considerable time highlighting awareness in relation to advertising best practice within this space to ensure all relevant parties are equipped with the knowledge and resources to correctly identify commercial marketing content across their platforms."
Connolly responded to the complaint and said that the images used were approved by Rimmel and that any issues with them should be address to the company.
They, in turn said that the post was "... not intended to mislead and they had removed it because it did not reflect their values as a brand."