Roxy Jacenko charging $200 for brand promotion on daughter’s Instagram feed

Screen Shot 2014-02-28 at 12.02.41 PMRoxy Jacenko’s fashion blogger agency Ministry of Talent is charging $200 for brands to advertise on her two-year-old daughter’s Instagram feed, an investigation by the Australian Women’s Weekly (AWW) has uncovered.

The magazine has published the rate card for the agency, with brands paying $750 for an Instagram photo with high profile fashion bloggers such as Elle Ferguson, as part of an investigation it has done into the world of fashion blogging.

In its March edition the AWW highlights transparency issues around Australia’s fashion blogging industry and revealed the rates being charged by an agency which describes itself as “focusing on creative talent, bloggers and social media personalities.”

The highest rate charged by the agency is $850 for Sydney Fashion Blogger, with the cheapest O’Marge charging $150 for brands to be featured on the Instagram feed.

Brands must pay $200 to plug products via Jacenko’s two-year-old daughter Pixie Curtis’s Instagram feed. The prices are also subject to additional GST and a 15 per cent agency service charge.

The investigation, by the Weekly’s Emily Brooks and Bryce Corbett, aims to highlight some of the business practices around the emerging paid blogging/social media space and quoted Elle Australia’s deputy editor Damien Woolnough who noted: “Some of these bloggers skirts’ may be transparent but their business practices aren’t.” 

Screen Shot 2014-02-28 at 12.07.44 PM

In the article, which went on sale yesterday, the magazine highlights the regulatory issues around paid blogging and the challenges the emerging space faces around disclosure, highlighting the recent ruling by the Australian Consumer and Competition Commission (ACCC) which has released new rules around disclosure and online product reviews with potential fines of up to $1.1m for breaches.

There are also growing tax issues around the revenue bloggers receive from brands, with some of those named in the article mentioning 20-30 brands a week  on their sites or social media presences and claiming up to 70 per cent of posts are sponsored.

Fashion blogger agent Jacenko, who also runs the PR agency Sweaty Betty, said she was comfortable with the agency’s practices and her decision to include her own daughter on her client roster.

“Pixie is like me I worked from a young age!”, the Weekly quotes her as saying. “(Pixie’s Instagram account) is all a bit of fun and cultures her to know that, if you want something in life, you need to work for it.”

The price list as it appeared in the Australian Women's Weekly (click to enlarge)

The price list as it appeared in the Australian Women’s Weekly (click to enlarge)

Speaking to Mumbrella via email this morning Jacenko stood by her agency’s practices, saying: “Our bloggers list on their blog posts if a post is paid  and will continue to do so if and when a post is placed and remuneration is received by the talent.” She noted many bloggers also have ambassadorial roles with brands.

“I pose this – if Louis Vuitton took a full page advertisement in Harper’s Bazaar would they hope to receive cut through via product placement on the editorial pages of the magazine in the issue and subsequent issues in addition to their spend on the full page ad as part of their added value or ROI? Most certainly! Do you see fashion spreads and flat lay pages saying ‘SPONSORED’? No.

Screen Shot 2014-02-28 at 12.02.48 PM“Social media is new territory and given this there is going to be challenges in finding a clear path – as with anything – I see no issue with the below, nor people doing their best to earn an income in a kosher fashion.”

The full article is available in the March edition of The Australian Women’s Weekly which is now available.

Nic Christensen  


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