Vaudeville, now with real celebrities

FT Alphaville's evening of Rabelaisian festivities, Vaudeville, is only three weeks away. As we don't want to disappoint too much, we've been busy booking some top (ish) acts and performers for your viewing pleasure.

However, some news on Wednesday added extra sparkle to our already twinkling line up of "stars".

The UK's Advertising Standards Authority (ASA), in a case that involved an Instagram account called "ThisMamaLife", has ruled that anyone with over 30,000 followers is a celebrity.

Here's the key part, which ruled against pharmaceutical company Sanofi's argument that ThisMamaLife's plugging of Phenergan Night Time, a sleeping drug, was not influential enough to constitute an endorsement. Drug endorsements by celebrities are banned in the UK.

From the ruling:

We noted that ThisMamaLife described herself as a “family blogger/vlogger” and had approximately 30,000 followers on Instagram. She regularly produced content across different social media platforms relating to her experiences as a parent. Her Instagram feed featured over 1000 posts that included recommendations on different products.

We noted Sanofi’s argument regarding the comparatively low number of followers ThisMamaLife had in contrast to notable celebrities. However, we considered that over 30,000 followers indicated that she had the attention of a significant number of people. Given that she was popular with, and had the attention of a large audience, we considered that ThisMamaLife was a celebrity for the purposes of the CAP Code.

Bad news for micro-influencers peddling wares to the naive online, but good news for the Alphaville team. Particularly Izabella, who thanks to her 47,431 Twitter followers at pixel, is now a bona-fide member of the globetrotting, red-carpet stomping, conservative-baiting elite. Apparently. (That's assuming of course, she wasn't already).

It's also good news for the Alphaville minions, who are, in theory, now fractional celebrities. To be exact:

Thomas Hale is 9.71 per cent of a celebrity.

Jemima Kelly is 25.8 per cent of a celebrity.

Jamie Powell is 7.31 per cent of a celebrity (please follow, he needs the cash).

That's two celebrities between us.

Further announcements to come.

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