Influencers are still failing to tell their followers about ties to brands, the UK’s advertising watchdog has found.
One third of posts on social media did not disclose the content was an advert, according to a new study by the Advertising Standards Authority (ASA).
A further 9% of posts made attempts to disclose that a post was advertising, but did not make it clear enough.
This included using labels such as ‘gifted’, ‘PR trip’ or ‘affiliate’.
But these do “not adequately convey the commercially persuasive intent of the advertising posts”, the regulator said.
The ASA analysed more than 50,000 pieces of content from more than 50 UK-based accounts and 390 individual influencers across Instagram and TikTok, including posts, Insta Stories and Reels.
Disclosure rates have improved since the ASA last reported on the issue in 2021, but it said it is still below expectation.
“Whilst today’s report shows that many influencers are disclosing their ads, we want this number to be higher,” said Ed Senior, Senior Compliance Executive at the ASA.
“In a world dominated by social media, it is vital that people are able to tell what’s advertising and what’s not.
“We are 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.”
The ASA did not name the influencers found to be breaking the rules, but shared its findings directly with the accounts it monitored, as well as Facebook and TikTok.
In its research, three categories of accounts were monitored, including 122 that were originally monitored in its 2021 study, as well as influencer accounts which it recently received complaints about or had sanctioned, along with a random selection of accounts.
Last year, the ASA had 3,500 complaints about non-disclosure on social media posts.
Previously it has taken action against a number of high profile names for failing to disclose ties to brands.
Guidance on disclosing the commercial relationship between influencers and brands was first published in 2018.
Adequate disclosure
In recommendations for brands and agencies, the ASA “strongly advises” the use of ‘Ad’ or ‘#Ad’ in posts
In the case of distinguishing the type of commercial relationship, ‘Ad’ must be clearly used first. For example, ‘Ad – Gifted’ or ‘#Ad – PR trip’.
It also noted that disclosure is required in each piece of content, stating that “influencers and brands cannot rely on disclosure in bios or in other advertising posts to comply”.
Labels that were deemed as an inadequate disclosure included: link in bio, received/sent, invited with, thank you, ambassador and gifted.
Rates of non-disclosure were found to be highest among travel, technology, fashion and beauty.
Within the fashion and beauty industry several areas were identified as contributing to lower rates of adequate disclosure.
That includes undisclosed brand ambassador relationships and personalised discount codes for brands that had no advert disclosure label.
The ASA also found that content in one format was undisclosed but directed consumers to other pieces of content that were disclosed as advertising.
For example, by saying ‘view stories for links’ on a post, and the link in the story is an affiliate link.
Clarifying the rules, the ASA said: “In such instances where a piece of content focuses on a product or service, and pushes users to view another piece of content that is advertising, the ASA expects the original piece of content to also be disclosed as an ad.”
The ASA highlighted its guidance for influencers, brands and agencies and strongly advises to use the advert disclosure tools available on platforms.