34% of influencer ads lacked disclosure in ASA 2024 report

34% of the influencer ads we saw included no disclosure at all.

Generally, we noted weaker disclosure rates in this group. This suggests that complaints · from consumers to the ASA about influencer accounts are identifying accounts more likely

The report indicates that the positive trend for open and honest disclosure is continuing and rising, but 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 sample included influencers previously flagged in our 2021 report, influencers brought to the attention of ASA/CAP in the year prior to the 2024 monitoring, and a random selection of influencer accounts to reflect what the public may typically see on their feeds.

The ASA found 34% of the influencer ads it studied included no disclosure at all that they were a paid-for promotion.

34% of the influencer ads we saw included no disclosure at all. More than half of influencer ads related to the promotion of products and services in the fashion and travel sectors and were either undisclosed or poorly disclosed.

The ASA found 34% of the influencer ads it studied included no disclosure at all that they were a paid-for promotion.

The sample included influencers that the ASA had previously flagged in its 2021 report as not maintaining ad disclosure standards, influencers reported to ASA/CAP before it began this latest monitoring project in 2024, and a random selection of influencer accounts aimed at reflecting what an average social media user would see on their feeds.

Titled Influencer Ad Disclosure on Social Media: Instagram and TikTok 2024, the report comes after the regulator received over 3,500 complaints in 2024 about potential failures to disclose advertising.