Influencers face the not so glamorous reality of regulation
Since 2012, the ASA has been promoting transparency in paid-for posts on Instagram, TikTok, Facebook, and other social media platforms. However, many content creators still fail to disclose paid promotions to their followers. The ASA guidelines are clear, offering a range of hashtags like #AD and #Gifted, along with instructions on their usage.
However, as the advertising industry's watchdog, the ASA lacks the authority to enforce compliance. Their primary tool is "naming and shaming" non-compliant influencers in regular bulletins. This approach, while impactful, has its limitations.
However, influencers now face more serious consequences for failing to disclose the commercial nature of their content. The CCPC's statutory powers include imposing large fines and initiating court proceedings.
The CCPC's involvement signals a new era of accountability. Influencers must now navigate not only the ASA's guidelines but also the stringent enforcement measures of the CCPC.
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PRII Members can also read the PRII Guidelines on Engagement with Social Media Influencers and the ASA Influencer Guidelines on Advertising.
