Regulators on why ‘responsible influencer marketing’ is a revenue generator
Just because you own a phone doesn’t mean you know how to be a creator or how regulation works, say the ASA and the Influencer Marketing Trade Body.
Influencers-turned-entrepreneurs have been increasing in number. Two-thirds of consumers now buy creator-founded products or services, with nine in 10 creators launching products or services, according to research from influencer marketing agency Billion Dollar Boy.
Yet with this boom in creator-led brands comes a greater need for transparency and awareness of the regulations surrounding their work. Grace Beverley and Steven Bartlett have already been in the firing line this year for failing to be transparent about promoting companies they have a financial interest in.
With the Advertising Standards Authority (ASA) set to release a detailed report on ad disclosure in Q1 2025, featuring disclosure rates from Instagram and TikTok, the regulator doesn’t see the number of complaints decreasing going into next year and will continue to provide “education to creators”.
