ASA guidance on influencer marketing

The ASA has published guidance for businesses when engaging third party influencers. The use of influencers on social media is becoming increasingly common for businesses to reach new and wider audiences.  

Top tips from the ASA’s guidance include: (1) tagging posts with ‘#ad’ clearly so the audience knows the influencer has been incentivised to promote the product/brand, (2) if a brand has any control over the content/editing of a social media post made by an influencer, it still needs to be labelled as an ad, (3) just because ‘#ad’ is used, don’t forget about the rest of the CAP code/wider consumer laws.