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The Advertising Standards Authority (ASA) carried out research in 2019 demonstrating that people struggle to identify when a social media post by an influencer is an advert from a brand. This article from the ASA reminds companies that the CAP Code requires all adverts to be appropriately labelled and clearly identified as advertising.
In order to provide further guidance to influencers and marketers, the ASA and the Competition and Markets Authority (CMA) issued on 6 February updated guidance on advertising labelling and disclosure. Companies are encouraged to consult this guidance and share it with their appointed influencers.
Companies’ attention is also drawn to this advice from the ASA, explaining the ASA and CMA’s jurisdiction respectively on influencers advertising.