A quarter of all complaints about online ads last year were about influencer advertising

New Ideas in MarketingEssential news for marketers, summarised by YouGov
June 03, 2020, 1:56 PM UTC

The Advertising Standards Authority’s 2019 annual report found that there were 4,401 complaints about 3,670 ads by influencers.

The report revealed that one in four of all online ad complaints in the UK were regarding influencer advertising. 48% of complaints were about overall online media and TV was responsible for 29% of all complaints.  

Only nine advertisers were referred to trading standards for further action, which is the strongest sanction the Advertising Standards Authority can take. The ad watchdog has resolved 4,469 complaints and amended or withdrawn a total of 8,881 ads last year.

ASA has also announced their new five year-strategy, where the watchdog will use “avatar monitoring” to protect children from unsafe online advertising. They are also prioritising an “education first” approach to resolve cases which are less harmful. But, the ASA said the strategy is still in its initial stages.

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