2021年4月26日
Radar - April 2021 – 2 / 2 观点
As the line between celebrity and influencer continues to blur, there does not seem to be more clarity around when an influencer is advertising, despite ASA guidance.
The ASA has published the results of a three week exercise monitoring 122 influencers and over 24,000 Instagram stories. It found nearly one in four stories were advertising but only 35% were clearly labelled and obviously identifiable as such. Issues included:
Following the results of the monitoring exercise, the DCMS Committee has launched an inquiry into the power of online influencers. It will focus on hidden advertising and the frequent lack of transparency around promotion of products and services addressing the following areas:
The Committee will consider whether regulation is necessary and, if so, what form it should take.
The ASA has put some influencers and brands on notice that it will take enforcement action if future reviews continue to find problems. It will also work with the CMA in this area. This shows that the onus is not just on the influencer to comply but also on the brand to make sure any influencer they pay to advertise, uses appropriate labelling.
Read Simon Jupp's Download article for more on influencer advertising.
2021年4月26日
2021年4月26日