Journalists, presenters warned off social media ‘plugs’

The trend of high-profile journalists using social media to spruik brands is widespread but experts warn it could be doing their reputations immense damage.

ABC presenter Tony Armstrong. Picture: Instagram.

The trend of journalists and presenters using their public profiles to plug products, businesses and services on social media has become commonplace but experts warn they are doing themselves reputational damage in the process.

The long-running craze is most widespread across the television industry, where “media identities” litter their social media accounts (most notably on Instagram) with selfies, photos and videos, plug paid partnership deals and use the hashtags #ad or #gifted.

Cars, skincare, clothing, sunglasses, spa treatments, free accommodation and dining experiences are among some of things regularly spruiked – often for payment, or sometimes for kickbacks including gifts.

It is common for journalists and presenters to attend events for networking purposes but such occasions are not to be used for commercial gain.

Media companies have policies in place to deal with paid partnerships and brand endorsements, but one senior television executive at a commercial network, who did not wish to be named, warned of the damage that the practice could do to the careers and reputations of media professionals.

“It’s a bad look,” the insider said. “If they want to be taken seriously they shouldn’t be doing this.

“The only reason they get these partnerships or deals in the first place is because they are on the network.”

Sunrise presenter Edwina Bartholomew promoting a paid partnership with Nissan on her social media account. Picture: Instagram.

He also noted that some on-screen employees have their own talent managers, which he said had become problematic for the television networks.

“The great cancer hanging off the side of the industry are talent managers, who presenters sign up with to represent them,” the TV executive said. “A lot of these people think they are working for the talent manager and not the network.”

Advertising guru John Singleton said journalists “lose their credibility” when spruiking products online, blurring the line between editorial and advertising.

“I think journalists today have a trumped up image of themselves,” he said. “Too many (journalists) jump for money.”

ABC presenter Tony Armstrong last month shared an Instagram story wearing a hoodie and shorts and tagged clothing business @pushpull.shop – a promotion which is now under investigation by the public broadcaster. There is no suggestion he was paid for the post.

“Managers will review it and if an issue is found, action will be taken,” an ABC spokeswoman said.

The ABC’s has strict guidelines relating to any commercial references – it states that employees refer “appropriately to commercial organisations, products and services, while maintaining the ABC’s editorial independence and integrity”.

Employees at commercial networks who have recently posted on their Instagram accounts promoting businesses include Seven’s Sunrise host Edwina Bartholomew, who shared a video driving a Nissan vehicle and tagged it as a “paid partnership with Nissan Australia”.

Seven Melbourne’s 6pm newsreader Rebecca Maddern also recently shared a selfie wearing sunglasses and tagged the business, @sticksandsparroweyewear.

A Seven spokesman told The Australian: “Employees are required to adhere to our social media and impartiality guidelines and are expected to seek approval from their direct reporting manager.”

Seven Melbourne news presenter Rebecca Maddern in a social media post wearing sunglasses. Picture: Instagram.

3AW’s Jacqueline Felgate, who has filled in as co-host on the Nine Entertainment station’s breakfast program and will be part of this year’s football commentary team, frequently plugs paid deals on her Instagram account, including a 7-Eleven app to get cheaper fuel.

“Who doesn’t love a deal, especially on fuel? Thanks to my 7-Eleven app fuel price lock feature you could save on Mobil quality fuel at @7elevenaus #ad”.

Nine’s Today Extra co-host David Campbell recently posted an image of himself carrying a load of stationery as part of an Officeworks paid partnership.

A Nine spokesman said: “All partnerships with our people and brands are in line with our company’s policy, are disclosed and do not conflict with their on-air commitments.”

Melbourne Ten newsreader and journalist Candice Wyatt shared a photo of her wearing a Forever New dress, referencing it in an Instagram post as #gifted.

A Ten spokeswoman said all guests who attended the fashion label event were given a dress to keep and Wyatt “made it clear that she had received a gift”, and chose to upload the post to “support a local fashion brand”.

Under the Media, Arts and Entertainment Alliance’s code of ethics, it clearly states rules around advertisements, including the edict that they must “not improperly use a journalistic position for personal gain”, nor “allow advertising or other commercial considerations to undermine accuracy, fairness or independence”.

RMIT’s head of journalism, associate professor Alexandra Wake said problems can easily arise when journalists choose to promote goods and services.

“It comes back to the problem of ‘what is a journalist in 2023’, and it’s a difficult thing to answer,” she said.

“My general response (to journalists’ promoting products) would be, ‘no, it’s not on’.”