Instagram campaign deemed ‘irresponsible’ for urging people to cheer themselves up via ‘buy now, pay later’ service
The advertising watchdog has banned an Instagram campaign by Klarna for “irresponsibly” encouraging customers to take on debt to cheer themselves up during the pandemic.
Klarna is a Swedish bank that provides services including direct payments and post-purchase payments. It has more than 10 million customers in the UK.
The campaign that caught the attention of the Advertising Standards Authority (ASA) was run on Instagram in April and May.
Four influencers were paid by Klarna to encourage people to use the bank’s “buy now, pay later” services to purchase things that would “boost their mood”.
The first advert featured Bradley Harper in a new outfit, with the caption saying Klarna was “helping me get ready for the day ahead in lockdown and lifting my mood”.
Claire Menary’s post said she had “discovered” a love of FaceTime, decorating her flat, and “the power of getting dressed and making an effort in the morning”.