Celebrity influencers earn up to £1m each for Wild deodorant Instagram campaign
Executive summary: Three UK celebrities – tennis player Emma Raducanu, TV presenter Stacey Solomon and influencer Molly‑Mae Hague – were paid up to £1m each to advertise Wild deodorant on Instagram. The payments underscore the growing scale of influencer marketing spend in the personal‑care sector and raise questions about compliance with advertising disclosure rules.
Who is involved: Influencers Emma Raducanu, Stacey Solomon, Molly‑Mae Hague; Wild deodorant brand; Instagram platform; UK Advertising Standards Authority (ASA) as regulator.
Likely next: The ASA may review the campaign for proper #ad labeling; brands could increase influencer budgets while ensuring clearer disclosure practices.
Emma Raducanu, Stacey Solomon and Molly-Mae Hague have each received payments of up to one million pounds for promoting Wild deodorant on Instagram, according to the BBC. The deals illustrate the continued rise of high‑value influencer partnerships in the personal‑care market. Such arrangements draw attention from advertising regulators who scrutinise whether paid endorsements are clearly disclosed to consumers.
Timeline
- — Celebrity influencers paid up to £1m to advertise deodorant (BBC Business)
Analysis — what this means
Sectors affected
- Personal care (deodorant)
- Influencer marketing
Regulatory implications
- UK ASA requires clear #ad disclosure for paid influencer posts
Sources
- Celebrity influencers paid up to £1m to advertise deodorant — BBC Business
Related cases
- HMRC to send £70 pension‑tax‑relief refund letters to about one million mostly‑female savers, correcting a historic tax‑equity gap
- Climate‑driven turbulence will increase airline disruption and costs
- BBC probes whether Londoners would lie about their birthday to obtain a free treat, highlighting consumer ethics and promotional cost risks for businesses
- Birthday freebies reveal how brands use celebratory perks to drive engagement and data collection
- Gen Z job seekers lose savings to fake recruitment apps in rising interview scam
- Office gift collections spark discomfort as workers question appropriate contribution levels