UK influencers flout disclosure rules on branded posts

Grace Caffyn

Influencer marketing is winning a bigger slice of brands’ budgets. But on Instagram, it’s not always obvious what’s an ad, because so many popular Instagrammers are simply not labeling them as such.

The U.K.’s rules on non-broadcast ads, which the Advertising Standards Authority enforces, state that sponsored posts from influencers should be labeled with a hashtag, like #ad or #spon. However, industry insiders say posts that flout these rules remain widespread, despite a number of high-profile wrist-slappings from the authorities.

“It’s happening across all places, from YouTube to Instagram,” said Dominic McGregor, the co-founder and COO of marketing agency Social Chain.

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