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Are You Famous Now? UK Has Lowered Its Threshold On What It Deems A ‘Celebrity’
By Mikelle Leow, 05 Jul 2019
Image via oneinchpunch / Shutterstock.com
How many followers do you need to have to officially become a celebrity? In the UK, the answer is 30,000.
The new definition came into effect on Wednesday following a case centering around pharmaceutical company Sanofi and family blogger This Mama Life, who promoted antihistamine and sleep tablets called ‘Phenergan Night Time’ in February.
UK’s advertising watchdog Advertising Standards Authority (ASA) ruled that the sponsored Instagram post was not allowed, as celebrity endorsements of medications are prohibited by UK law.
Sanofi then defended that the lifestyle blogger had 32,000 followers at the time the post was up, and that her follower count was nowhere near those of famous faces like Stephen Fry (359,000 followers) and David Beckham (55 million followers). As such, the rule should not apply to the blogger.
The ASA disagreed, and while it accepted “Sanofi’s argument regarding the comparatively low number of followers” the blogger had in comparison with major celebrities, “we considered that over 30,000 followers indicated that she had the attention of a significant number of people.”
The watchdog concluded that the blogger fell under the category of “celebrity” for the purposes of CAP Code (Edition 12) rule 12.18, which does not allow celebrities to advertise “medicines, medical devices, health-related products and beauty products.”
Are you well on your way to achieving fame?
[via Ars Technica, cover image via oneinchpunch / Shutterstock.com]
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