ASA bans Gemma Collins promotional tweets for Toni and Guy

The Only Way Is Essex star Gemma Collins and hairdressers Toni and Guy have become the latest celebrity and brand to be rapped by the ASA for sending marketing tweets.

Collins sent tweets reading "In @Toniandguylside having such a wonderful time defo got my hair back to good condition 10% off call today and quote #gemma x" and "10% off @Toniandguylside I have the most amazeballs hair colour and condition best salon ever call and say #gemma for discount xx" after getting her hair done for free.

Toni and Guy said it did not believe the tweets needed to be identified as marketing communications because the mention of a 10 per cent discount made it clear, but the ASA ruled that followers of Collins’ Twitter feed could take it as meaning the discount was already in place, and that she had taken advantage of it, rather than it only being given to people who said ‘Gemma’.

The ASA ruled that the ads must no longer appear, and that all marketing communications must be clearly identified.

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