案例库 · 广告与公关 · 市场决策 · 2026
这条还没译成中文，下面是英文原文。
Influencer Celina Blanche's CV-template TikTok hid its ad label behind 'more'
Celina Blanche's TikTok selling her own CV templates tagged the ad '(Reklam)' only after pressing 'mer' — RO ruled it failed ad identification.
Celina Blanche · 2026-06-30
怎么回事
Influencer Celina Blanche posted a TikTok from her account '@celinablanche' talking about CV templates she created and how they stand out from others on the market. The video opened with the text 'Almost no one buys my CV templates'.
The caption began 'My CV templates are not for everyone (and that is the whole point)', followed by a clickable 'mer' (more) behind which the text continued 'in my profile some week'. The full caption included '(Reklam för mina cv-mallar)' — 'Ad for my CV templates' — but it was only visible after clicking 'more'.
A complainant said the post was not immediately apparent as advertising; Blanche marketed her own templates and urged viewers to 'run and download'. She argued the commercial nature was not meant to be hidden, that the caption did carry an ad label behind the 'mer' link, and that the post was later promoted and marked as promotional content.
The Reklamombudsmannen found the post did not meet the ad-identification requirement: although it contained an ad label, it was only visible after the recipient clicked 'mer', so the average consumer could not easily and immediately tell the post was commercial. It breached Article 7 of the ICC Code.
为什么会这样
- Selling your own product is advertising, and the label has to work at first glance, not behind a 'more' fold
- The caption's own hook — 'almost no one buys my templates' — read as organic content, so the disclosure bore the whole weight
- Relying on platform settings and a later paid promotion did not fix the post as it was published
教训
When you market your own product, the ad label must be visible at a glance. A disclosure folded behind 'more' is covert marketing — no different from a hidden sponsor.
后来呢
The Reklamombudsmannen found the post did not satisfy the ad-identification requirement and breached Article 7 of the ICC Code. Blanche had already taken the post down and said she would mark future advertising as clearly as possible, but the correction came only after the ruling.
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