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Blogger accused of giving biased advice on floor cleaning

A recent case of an Instagram blogger being paid to recommend cleaning products has questioned the impartiality of bloggers who give advice.

Many homes and business with solid wood flooring in the Wirral want quick and easy ways to keep their floors clean. There is plenty of cleaning advice on the internet, but not all advisors can be trusted to give unbiased advice.

Mrs Hinch gives cleaning advice to her 2.5 million followers on Instagram. It has been estimated that she receives an average of £4,900 to promote a brand.

If a blogger receives a fee for mentioning a brand or product, the Advertising Standard Authority (ASA) says that they must clearly state that they are being paid. Mrs Hinch has been accused of recommending products made by Procter & Gambles without mentioning that she was being paid to promote them. The ASA has received complaints and are investigating.

Mrs Hinch is thought to be one of Britain’s highest paid social media influencers. As well as recommending well-known brands, she has advised her followers to use an electric toothbrush to clean food stains off wood floors. She commented on the ASA enquiry:

“I’m fortunate that brands want to work with me but I only collaborate with those I genuinely like and would recommend. I continue to learn a lot but feel my community are clear about any content that is part of a commercial partnership.”

For impartial and clear advice on how to clean solid wood floors, talk to your floor covering retailer and installer.

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