The Advertising Standards Authority (ASA) in the UK is taking strict measures against influencers who fail to disclose their paid social media posts as advertisements. The regulatory body has emphasized that there is no excuse for incorrectly labeling paid content and has warned influencers about the need for clear disclosure for several years.
In order to assess the extent of the issue, the ASA conducted a thorough monitoring exercise in late 2020. They reviewed over 24,000 Instagram Stories and posts from 122 British influencers and discovered that nearly one in four Stories could be considered advertisements. However, only 35% of those were adequately labeled as such, indicating a significant compliance issue.
The situation was further complicated by the use of affiliate links in some posts. These links allowed influencers to earn a commission if a consumer made a purchase based on their recommendation. The ASA found that many posts lacked clear labeling or used insufficient labeling methods, making it difficult for consumers to distinguish between organic content and paid content.
Complaints about influencers to the ASA saw a significant surge in 2020, with over 3,000 received. This marked a 55% increase from the previous year, with the majority of complaints related to disclosure issues on Instagram.
To tackle this problem, the ASA is urging influencers to use the hashtag #ad to clearly indicate paid content. Their ultimate goal is to ensure transparency and prevent misleading advertising practices on social media platforms. By doing so, they aim to protect consumers from being influenced by endorsements and recommendations that may not be genuine.
The recent crack down by the ASA serves as a strong reminder to influencers not only in the UK but around the world. It highlights the importance of adhering to advertising regulations and providing clear disclosures. Failure to do so may lead to disciplinary actions and damage to an influencer’s reputation. As the influencer industry continues to grow, it becomes crucial for influencers to understand their responsibilities and prioritize transparency in their partnerships with brands.
Useful links:
– Advertising Standards Authority (ASA) official website
– Implications for Advertisers in Influencer Marketing Regulations by ASA
