The ASA has made its first tentative moves against YouTube. After spending the last ten years hoping the YouTube problem would go away, it has cracked down on sponsored content on YouTube.
YouTube video featuring vlogger Ruth Crilly giving tutorials about makeup has been banned by the advertising watchdog for not making clear it was sponsored by Max Factor. The video appeared on the Beauty Recommended YouTube channel which is run by Procter & Gamble-owned cosmetics brand Max Factor.
Characteristically, the ASA aimed its attack on P&G not Google. And they know that if they had gone for Ruth, a YouTuber, she would have said no.
The ASA can now go back under the table and resume gibbering, knowing that that was a job well done.