ASA publish report on influencer ads transparency

The Advertising Standards Authority has published a report considering whether influencers/content creators make it clear enough to consumers when they are posting an ad to ensure the material is not misleading.

It found that whilst there is a positive trend, around 43% influencer content on Instagram and TikTok are unlikely to comply with the rules based on a review of over 50,000 pieces of content.

Influencers, agencies and brands need to ensure that any advertising is clearly disclosed. This is usually met by including a very short description such as “#ad”. However, most platforms now include tools to make it easier for influencers to state their post is a paid promotion which should hopefully see the positive trend continuing.