This Zoella And Alfie Vlog Was Investigated By The Advertising Standards Authority

10 July 2018, 15:31

Zolla and Alfie
Zolla and Alfie. Picture: YouTube

By Josh Lee

Here's why the video received complaints.

Nutella has avoided punishment from the Advertising Standards Authority after complaints were made about sponsored content created by Alfie Deyes and Zoella, The Drum reports.

In February this year this year, Alfie and Zoe released a sponsored video celebrating "World Nutella Day," which was paid for by Ferrero UK, who own the Nutella brand. While the video was well-received by fans, complaints that the brand were targeting under 16s were made. In the UK, foods that are high sugar, salt or fat (HSFF) cannot be promoted in a place where under-16s are likely to make up over 25% of the audience.

While the complaints argued that Alfie and Zoella's main viewership would be under 16, after crunching the numbers it was found that "less than 25% of PointlessBlog’s registered UK subscriber base… were registered as being under 18 and an even smaller proportion were under 16.”

The ASA ruled that "Ferrero, in association with PointlessBlog and Zoella, had taken reasonable steps to target the ads appropriately.”