TELEVISION PERSONALITY AND chef Donal Skehan was issued a compliance notice by the Competition and Consumer Protection Commission for failing to adequately disclose an ad on his Instagram account. 

Skehan was found to have engaged in a “prohibited commercial practice” following an inspection of his personal Instagram account, the CCPC said. 

It was stated that Skehan had been engaging in such prohibited practices from 1 December 2024 to 23 April 2025. The posts were relating to Skehan’s own brand, Wind Shore Goods, a “home, goods store”. The brand sells various pieces of premium pottery, candles, and olive oil. 

The compliance notice took effect on 28 July 2025. 

Skehan did not use the mandatory hashtag “ad” or declare it as an “ad” in the posts. 

He was instructed to make it clear in any future posts when it is a paid promotion – including that of his own brand.

“We suggest that you familiarise yourself with the CCPC & ASAI Guidance on Influencer Advertising and Marketing, which provides useful information regarding disclosure language, and the scenarios when such disclosures must be made clear to consumers,” the CCPC said in its notice issued to Skehan.

Today, the CCPC and the Advertising Standards Authority (ASA) announced the two bodies have signed a data sharing agreement that will enable the ASA to share details of social media influencers who are not complying with Irish advertising rules with the CCPC.

Going forward, ASA will be able to share information with the CCPC, including the names, social media images and the usernames of influencers who repeatedly fail to comply with the rules

The agreement follows the publishing of new guidelines for influencers and social media advertisers by ASA and CCPC in October 2023. The guidelines provide details on the clear labelling of ads on social media, including the use of “#ad” on commercial content.