Thanks for the tip. I remember NB on those Olay ads years ago and have seen her pop up as an influencer since, including regularly on Jo Good's BBC Radio London afternoon show, which is always a creepy love-in. We should flag it here next time they're on. They also did a vlog together in Superdrug with MAM tagging along adoringly while shoehorning in, being in W1, it is her local branch.
I think many influencers are less than diligent in ensuring that an #AD declaration is always visible, on any platform or device that might be used. It is very convenient for them that, for example, the description box on YouTube that contains the declaration is not expanded by default. The YouTube app on my TV does not even show the description box. This means a video can be clicked and viewed without the viewer knowing they are watching an ad. In this case the ASA states the video title itself should contain #AD, but how often do we see this?
The ASA website makes this clear to anyone who doesn't want to put their head in the sand.