The influencer marketing ecosystem is one where a fine line needs to be trodden – as Philip Morris has found out to its cost.
The tobacconist announced earlier this week that it was suspending its social media campaigns after a Reuters investigation found one of the key influencers engaged for a new ‘heated tobacco’ device campaign did not fulfil the company’s internal standards and regulations.
While Moscow-based Alina Tapilina, who according to her Instagram profile is 21, is of legal age to smoke, Philip Morris’ internal ‘marketing standards’ prohibits it from promoting products with youth-oriented celebrities or ‘models who are or appear to be under the age of 25’, Reuters reported.
“We set high standards for ourselves and these facts do not excuse our failure to meet those standards in this

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Posted by James

I am a developer and analyst from the UK

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