Just over one third (34%) of social media influencers’ promotional content does not abide by the Advertising Standards Authority’s (ASA) rules on disclosing ads.
The ASA published a new report today (9 May), which analysed over 50,000 pieces of influencer content across social media platforms Instagram and TikTok. The data was assessed using the watchdog’s AI-based Active Ad Monitoring System.
A sample of this data was then given to the ASA’s experts for review.
Titled Influencer Ad Disclosure on Social Media: Instagram and TikTok 2024, the report comes after the regulator received over 3,500 complaints in 2024 about potential failures to disclose advertising.
According to the data, 9% of advertising content tried to use a disclosure label, but the language did not make it clear that their posts contained promotional content..
It also showed that more than half of influencer posts that had content related to the promotion of products and services in the travel and fashion industries failed to properly disclose marketing content.
However, despite this, the ASA reported that it found a “positive trend for open and honest ad disclosure”. It did add that this number needs to be much higher than it is currently.
Subscribe to Marketing Beat for free
Sign up here to get the latest agency-related news sent straight to your inbox each morning
Senior compliance executive, Ed Senior, who led on the report for the ASA, said: “Whilst today’s report shows that many influencers are disclosing their ads, we want this number to be higher. In a world where social media plays an increasingly significant role in our lives, it’s vital that people are able to tell what’s advertising and what’s not.
“We’re here to support influencers and brands in getting it right, but where we see repeat breaches, we won’t hesitate to take action. Our message is simple: if it’s an ad, make it obvious.”
In response to the report, the watchdog highlighted influencers, agencies, brands and platforms needed to play their part in ensuring all advertising content is clearly disclosed.
It recommends that promotional posts from brands and influencers alike use the identifier Ad or #Ad in its captions or in the post.
For own-brand content, the ASA said it must be “clear by context” that it is an ad. If it is not clear by context, the ASA recommends using a disclosure label.
The regulator added that platforms have ad disclosure tools and strongly encourages brands, influencers and agencies to use them.
The ASA said: “We’ll be sharing our findings with the influencers whose content we reviewed, as well as with TikTok and Instagram. As part of our ongoing commitment to education, we’ll continue supporting influencers and brands with clear guidance.
“But where we see persistent noncompliance, we will take enforcement action, including sanctions where necessary.”
