What you need to know:

• Ad Standards has found Thermomix Australia in breach of the Code of Ethics after it paid an influencer in cash and a product for promotion work for a different product.
• The influencer then posted about the Thermomix appliance she had received as payment – but didn’t declare the arrangement.
• Thermomix Australia said it would appeal the decision.

An influencer who was paid in cash and with a $2,300 Thermomix device for promoting a different product has been found in breach of the Ad Standards’ Code of Ethics.

Sarah Kearns, an influencer, podcaster and mum who has more than 82,000 followers on Instagram, was contracted to promote a floor cleaning product called a Kobold vacuum cleaner on the social platform. The Kobold is a Thermomix product. 

But, as part of her payment, she asked for a Thermomix TM6 appliance, which she then mentioned in a later Instagram story on May 17 this year. The Thermomix TM6 costs more than $2,300. 

“Ok Tuesday is normally quick dinner/takeaway … Tonight I made a butter chicken in less time than it would have taken to grab takeout!” she wrote, tagging @thermomixaus at the bottom.

Thermomix Australia defended its arrangement and deal with Ms Kearns, saying: “Kearns was engaged to promote only the Kobold… On this occasion, with respect, the conduct of Ms Kearns does not relate to a paid sponsorship. Ms Kearns did not receive a free TM6; she was not engaged or paid to promote it and this company has not engaged in any breach of the advertising standards.”

The Ad Standards Community Panel, however, disagreed, saying the content creator had received the TM6 “as part payment for her previous work” and that by providing it, “the advertiser was exercising a degree of control and that the story did draw attention to the product”.

The post was advertising, and it failed to meet ethical standards of declaring those arrangements, the panel wrote.

Thermomix Australia said they would appeal the decision, and noted the Instagram story is no longer available.