ASA’s three-week review of 24,000 Instagram stories and posts across 122 UK-based influencer accounts found that one in four stories were ads.
The UK watchdog’s assessment of Instagram stories and posts revealed some influencer posts that were ads weren’t identifiable or labelled as such. Of the stories and posts that were reviewed, only 35% of ads were labelled and “obviously” distinguishable.
The ASA has warned influencers that it will “take enforcement action” towards non-compliant posts. While some posts contained affiliate links, ASA said the use of #affiliate or #aff does not clear the posts as advertisements and hence are non-compliant.
Also, discrepancies of disclosures between Instagram stories, IGTV, Reels and posts were found. Influencers with non-compliant posts were contacted and cautioned if similar content was posted in the future. The article notes ASA could work with the Competition and Markets Authority to compel influencers to oblige.
[2 minute read]