Australian influencer Sarah Stevenson, better known as Sarah’s Day, is facing online backlash after revealing on Instagram that she neglected to use sunscreen during a Hawaiian vacation, resulting in severe sunburn. The 31-year-old, who is heavily pregnant with her third child, posted footage on her Sarah’s Day Instagram account documenting the incident. In the video,
Sarah admitted her mistake, saying, “A lot of people have said that when you’re pregnant you’re more susceptible to sunburn but no, I’m just an idiot.” She confessed to not wearing any sunscreen while enjoying her luxury getaway, despite being from Australia, a country known for its intense sun and the importance of sun safety.
Sarah also offered her followers a tip for treating sunburn, recommending an aftersun gel to soothe the burn and rehydrate the skin. She promoted the product using a discount code, a move that sparked a Sarah’s Day controversy among her followers. Her audience took to the comments to express their disappointment in her failure to prioritize sun safety. One commenter pointed out the irony, saying, “Crazy how someone from Australia is SO bad at remembering to put on sunscreen.” Sarah responded, agreeing with the criticism, but the damage was done, with many questioning her judgment, especially while pregnant.
The incident caught the attention of the podcast hosts Amy, Kate, and Sophie Taeuber of Outspoken, who discussed Sarah’s motives for sharing the video. They highlighted that Sarah admitted to being embarrassed about getting sunburned but speculated that her post was more than just a candid confession. The hosts argued that Sarah used the sunburn as an opportunity to promote a skincare brand she had worked with for years, sharing a discount code for the product without disclosing that it was a paid partnership or an advertisement.
This lack of transparency further fueled criticism. The podcast hosts expressed their disappointment, stating, “Nowhere in this did she include the word ‘ad’ or ‘paid partnership.'” They emphasized that it was clear the post was promotional due to the inclusion of the 30% off code, making it a violation of advertising standards for influencers who are expected to be upfront about sponsorships.
Sarah’s Day YouTube channel, where she has built a large following as a lifestyle and fitness vlogger, also hasn’t been immune to scrutiny over her transparency. This recent incident on Instagram has only added to the growing concerns about influencer accountability and the importance of clear communication with followers.
As Sarah prepares to welcome her third child with her husband, Kurt Tilse, her social media activity remains under scrutiny. The recent backlash serves as a reminder of the responsibilities influencers carry when promoting products to their audiences, especially during sensitive moments like pregnancy and health-related topics.
