Bloggers Unveiled, an anonymous Instagram account created to expose issues within the Irish blogging community, burst onto the scene in January 2018 and has a following of over 150,000 people.

Speaking exclusively to Today FM, while still remaining anonymous, Bloggers Unveiled revealed they set up the page out of sheer frustration to expose some of the less-than-transparent practices some Irish bloggers were promoting.

Over the past four months the anonymous account has shed light on a wide range of issues, from bloggers using photoshop to alter their appearances, to influencers not properly displaying that they had been paid to post content on behalf of a brand.

There have also been claims of bloggers 'fixing' competitions so that friends and family members win instead of followers who have no relationship with the blogger.

Orla Twomey from the Advertising Standards Authority for Ireland says if bloggers do not adhere to the rules they will be named and shamed, 'We actually publish a case report which states who was involved, the brand involved, who the blogger is and what the issue is.

'For brands their reputation is really important and bloggers trade on their reputation and if their followers are being told 'they have misled you,' that's a really serious issue for bloggers.'

Lorna Weightman is an Irish stylist, writer and blogger, she says all of this recent activity has made the industry realise it needs to up it's game, however Lorna also added that some comments online have been really hard to take, 'I read some comments that were constructive, but some of them were so nasty. It would never cross my mind to speak about someone I don't know like that.'

Whoever is responsible for the Bloggers Unveiled account says they will never answer personal questions about themselves to ensure their anonymity is protected because they have received death threats and a high level of online abuse themselves.

You can read Today FM's full interview with Bloggers Unveiled below and to catch Today FM reporter Kim Buckley chatting to Dermot & Dave about the challenges facing the Irish blogging community click the play button on the image at the top of the screen.

1. What prompted you to set up the account?

I set up the account out of sheer frustration I suppose. There was a certain section of the blogging/influencer industry they had become toxic. If you weren't lauding them with compliments or hanging off their every word you were considered a 'hater', if you brought any genuine criticism or questions to the table you'd be blocked and mocked. So I set this page up to be the other side of it. There were a lot of mistruths and lies in the industry, and I wanted to create a page where the truth could be set free!

2. What is the aim of the account?

The aim of the account thus far has been nothing more than too make people aware. We have a massive influencer culture here for such a small country, but it's not all honest. There a lot of deceitful practices such as competition rigging, photo shopping, and false advertising which when given a collective voice to air your concerns over, becomes more powerful. It was never my aim to have people lose contracts or jobs, which has happened - but at the same time, malpractice in any industry has consequences, so why should blogging be any different.

3. Have you worked in/ are you familiar with the Industry.

I won't be answering any personal questions

4. How do you gather / verify your content?

90% of what I post is submitted by followers. The page gives them a voice, which is why I find it so funny when I get told I've a 'Vendetta' against certain bloggers - I'm not out there scouring the net for juice on these people! I post what gets sent in and what people want others to know about

5. Have you been challenged legally?

We have had threats and been asked to remove things or face legal repercussions but I just ignore them TBH. A cease and desist is nothing but a bullying tactic to force someone into silence. Unless I'm lying or making stuff up there’s nothing wrong with anything I've posted, it's all the truth. People can waste their time asking their advisors to write cease and desists if they like but they'll likely be ignored.

6. How do you respond to claims of a 'witch hunt' and 'bullying'.

Not a day goes by when I don't hear those words. At the end of the day you can't bully someone with the truth. I feel like those words are a cop out and what people say when there's nothing else to say. But sure look, there'll always be dissenting voices and people who disagree with what I'm doing. I just take issue with being called a bully because that's the last thing that I am. I feel very proud of the fact that I'm opening lot of eyes to the real going on. I've had thousands (no exaggeration) of messages of support, messages from people who have suffered with eating disorders thanking me for highlighting these issues that they feel so much better about themselves knowing that social media is not real and some influencers are not perfect. Bullies don't get told that.

7. Are you surprised with the amount of attention the account has received

In some ways yes, and in other ways no. I think a certain cohort of the blogging world have been let run riot, consequence free for years and people like seeing the truth after years of being misled. I think a lot of people view the page as a guilty pleasure, a little light reading before bed, but others see it more serious than that and appreciate that this is what happens when a 100k plus voices get together and say they're tired of the bullshit.

8. How do you feel about claims that you are ruining people's careers?

I'm not ruining anyone's careers. If someone has found themselves with a lost contract or out of a job because of what has featured on my page, well they've only themselves and their own behaviour to blame

9. Do you think the blogging/influencing industry is a dying one?

I do think 'blogging' as we know it is over. Most of these so called bloggers don't even blog anymore. They just borrow the term to self describe but they’re not bloggers. There are genuine hard working bloggers out there whose blogs are a credit to them, and as long as people like that are around I think the industry will be OK. 

10. Will you ever reveal your identity?

There’s nothing to be gained by opening myself up to multiple death threats (which I’ve already received) or cease and desist letters. I’d rather people focus on the content of the page rather than who I am but I suppose people can’t help but be curious. I’m not overly concerned about being found out, people think by threatening to reveal who I am that’ll scare me into silence but if it happens, it happens. It’s not something I’m too bothered about.

11. Have you ever regretted a post?

No I’ve never regretted anything I’ve posted. People obviously take issue when it’s ‘their’ favourite blogger being featured, and some are not happy unless it’s the same few being features over and over, but I hold everyone to the same standards. The page isn’t a hate page for one certain blogger, it’s to show mistruths or misrepresentations in the blogging community as a whole. There’s been some backlash to certain posts but as long as I know what I’ve posted is the truth I stand by that. 

12. Do you think the ASAI should be heavier handed in reprimanding bloggers who break the rules

Yes absolutely, The ASAI are good but not great. They have guidelines but what good are they when they’re being broken left, right and centre without repercussion. There’s meant to be a new approach now to ‘name and shame’ those who have violated and I think that’s a step in the right direction but still not enough. There needs to be consequences to blatant breaches like there is in any other industry.