Love Island’s Tasha Ghouri under fire by watchdog over TikTok advert mishap

Tasha Ghouri has received a ticking off from the advertising regulator after she failed to label a social media post as an advert.

The Love Islander and celebrity influencer had been paid by EMI to include the Elton John and Britney Spears tune Hold Me Closer in the ad – but the Advertising Standards Authority (ASA) has now ruled that she didn’t correctly label the TikTok post as being brand marketing.

Tasha had included the #soundad hashtag on the vid, but the ASA said that didn’t make it clear that it was an ad she’d been paid for.

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The authority’s ruling said: "The ad must not appear again in the form complained of.

“We told [EMI owner] Universal Music Operations Ltd and Tasha Ghouri to ensure that their future posts were obviously identifiable as marketing communications, including where the audio content of a post was advertising, for example, by including a clear and prominent identifier such as ‘#ad’ at a minimum."

In response to the complaint, Tasha – whose TikTok page has more than 800,000 followers and more than 20 million likes – had said the caption clearly stated "soundad" in the first line, and she thought that had adequately identified the track as being an advert.

EMI said they’d followed their usual practice when working with influencers by asking for “#soundad” or "#musicad" to be displayed.

They said they believed that had been enough to publicise the commercial relationship they had with Tasha.

But the ASA disagreed with Tasha and EMI and upheld the complaint against the video, which was posted on TikTok in early November.

The authority said it didn’t think all TikTok users in the UK would understand what “#soundad” meant. And the positioning of the hashtag wasn’t prominent enough, the ASA added.

Model and dancer Tasha starred in last year’s Love Island and has since become a prolific influencer, ambassador and podcaster.

She was the first deaf contestant to take part in the reality TV show.


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