Influencer Advertising: Increased Complaints Command Increased Compliance

In September 2020, New Zealand's Advertising Standards Authority (ASA) released guidance in relation to "Influencer" advertising.  In broad terms, Influencers are individuals who have a following on social media (regardless of size) and who have influence over the choice, opinion or behaviour of their followers.  Influencers often generate income from developing and distributing content about products or services to their social media following.  

The ASA guidance provides guidelines around the application of the Advertising Standards Codes to Influencers when posting to social media, including clarifying obligations around the identification of Influencer advertising content.  Influencers are required to clearly identify advertising content in their social media posts, for example, through the use of clear and upfront labels.