ASA Publishes New Report On Influencer Transparency

The ASA has published a report considering whether influencers are sticking to the rules about making it clear when their posts are ads. The report shows that the positive trend for open and honest disclosure continues. However, the ASA also said that influencers, brands, agencies and platforms need to continue to work to ensure all the ads users engage with on social media are clearly disclosed.

The ASA has used its AI-based ad monitoring system to assess over 50,000 pieces of content on Instagram and Tiktok, with a sample being reviewed by humans. This was their second "sweep", following one in 2021.

One key point the ASA made in this new report is that they recognise platforms have their own ad disclosure tools such as a statement that a post is a paid promotion. While these don't use 'Ad' as a word, influencers, brands and agencies are strongly advised to use those platform tools, and these may be used in addition to or instead of #ad. The ASA has not been