Is PrettyLittleThing Breaking ASA Guidelines?

PrettyLittleThing is no stranger to creating online buzz and its latest marketing tactic has undoubtedly ignited a fresh wave of conversation. From its recent rebrand to the ongoing debate around its AI usage, the brand seems to consistently find itself in the spotlight. This week, however, conversations have shifted to a rather unconventional new strategy; PLT employees sharing their ‘discount codes’ on their personal social media platforms.

For some consumers, this feels like a conflict between the brand’s new persona as it taps into its deeply ingrained fast-fashion roots (remember the 1p sales?). So offering 40% off its new range seems like this so-called brand evolution is just a new logo and design covering the same old practices. Additionally, this employee-driven discount campaign raises further questions about transparency and responsible marketing.

So what has actually gone wrong? 

The core issue lies in the potential breach of ASA (Advertising Standards Authority) guidelines. For those unfamiliar, the ASA is the UK's independent regulator ensuring all advertising is legal, decent, honest, and truthful. These guidelines state that there needs to be clear disclosure when content is promotional.

By leveraging its employees' social media platforms to distribute discount codes, PrettyLittleThing effectively gains exposure and drives consumer spending. However, the absence of clear ad disclosure in these employee posts raises concerns. Are these genuine personal recommendations, or are they advertisements?

While it remains unclear whether PrettyLittleThing has violated ASA guidelines, this situation raises many questions. In an era where authenticity is paramount, the lines between personal endorsement and paid promotion are becoming increasingly blurred. This incident prompts a crucial conversation around what constitutes ethical influencer marketing.

One thing is for certain, PrettyLittleThing's latest campaign serves as a timely reminder that transparency and ethical practices must remain at the forefront of any successful marketing strategy, as consumers are noticing and calling out bad practices.