Research on the labelling of Influencer Advertising

The Advertising Standards Authority (ASA) commissioned Ipsos MORI to research people’s comprehension of influencer advertising and how they identify influencer advertising vs. organic (i.e. ‘normal’) posts.

The author(s)

  • Hannah Whyte-Smith Media Development
  • Reece Carpenter Media Development
Get in touch

The lack of sign-posting or innate clues in social media influencer posts means that there could be uncertainty as to what people constitute as being an advert or a ‘normal’ post (not an advert). Our  research for the ASA found that people are much more likely to say that brand adverts (placed directly by a brand and not an influencer) were ‘definitely adverts’ than influencer adverts.

Findings from the qualitative and quantitative stages of the research suggest that the wording and positioning of labels plays a role in helping people to determine whether what they are seeing is an advert or not.

All of the influencer advertising posts tested were more readily identified as advertising, once labelling had either been added or repositioned.

The author(s)

  • Hannah Whyte-Smith Media Development
  • Reece Carpenter Media Development

More insights about Media & Entertainment

Media & Brand Communication