Britvic has come under fire from the UK's advertising trade body for a J2O Instagram campaign. 

The Advertising Standards Authority has upheld a complaint that questioned whether a celebrity-endorsed Instagram activation was "obviously identifiable" as an advert. The video from the account of reality TV star Millie Mackintosh included the line "More of my #BlendRecommends with @drinkj2o Spritz to come! #sp". 

The ASA said that consumers might not understand #sp to mean 'sponsored post'. They also said that consumers "would not be aware before engagement that the post was an ad".

As a result, Britvic cannot show the ad again in its current form.

"We told Britvic Soft Drinks Ltd to ensure their future ads were obviously identifiable as such and they made their commercial intent clear prior to engagement," the ASA said. 

Earlier this month, the ASA banned a Premier Estates Wine ad in which consumers were invited to 'Taste the Bush'.