Watchdog demands FINES for influencers failing to declare paid-for ads

Competition watchdog chief urges MPs to FINE influencers for failing to declare paid-for ads on Instagramafter Love Island stars including Francesca Allen, Belle Hassan and Anna Vakili were reprimanded for breaking rules

  • Financial penalties are needed to stop celebrities flouting rules, watchdog said
  • Advertising StandardsAgency said it issues ‘repeated warningsto wrongdoers
  • He called for a ‘stronger tool kitto enforce consumer protection laws online
  • Influencers should be fined for failing to declare paid-for Instagram的 广告, the competition watchdog said todayafter Love Island stars Francesca Allen, Belle HassanAnna Vakili were ticked off for breaking the rules.

    Financial penalties to enforce consumer protection laws around influencer advertising on social media platforms would be an ‘important additionfor UK regulators, the competition watchdog told MPs.

    The Competition and Markets Authority’s George Lusty told the Digital, 文化, Media and Sport Committee: ‘We’re still seeing across all platforms a very low level of sanctions actually being applied and practiced against influencers.

    The ASA (Advertising Standards Authority) said despite issuing ‘repeated warnings’, some popular influencers still fail to reveal when they have been paid to advertise items or services on their platforms.

    It said influencers were consistently failing to disclose ads on their Instagram accounts, despite repeated warnings and help and guidance on sticking to the rules.

    Francesca Allen

    Belle Hassan

    Love Island stars Francesca Allen and Belle Hassan have both been reprimanded for breaking advertising rules

    Mr Lusty said the CMA believes there should be a focus on platforms to make sure they are meeting their consumer law responsibilities ‘to make sure that hidden advertising is hidden no more and disclosed properly’.

    He called for a ‘stronger tool kitto enforce consumer protection laws, adding the general public expects it to be tougher than it is.

    Mr Lusty said court action ‘takes a long time’, and called for the CMA to have the power to fine to enforce its rulings.

    He said regulators have collectively tried to address what has become an ‘endemic market-wide problemover previous years.

    Anna Vakili was also ticked off by the regulator

    Anna Vakili was also ticked off by the regulator

    ‘The market has blossomed, the influencer marketing market has doubled in two years and it’s very, very effective,’ 他告诉国会议员.

    ‘It’s much more powerful than traditional advertising techniques and its particularly powerful with younger people in persuading them to buy things.

    ‘We think the best way to address that and the way to have the most effectiveness and traction is looking at the point in the value chain where we can achieve the greatest difference.

    ‘At the moment that’s looking at platforms and what they can do with automation, detection, prompts and following that up.

    But Mr Lusty said the problem ‘still persists’.

    他接着说: ‘Therefore we think that platforms need to act on those responsibilities, brands need to do their bit, influencers need to follow the very clear guidance.

    ‘It’s not rocket sciencewe’ve been able to articulate it jointly with our counterparts in the ASA, and we’ve gone out to train people, we’ve put out prompts using user-friendly social media messaging to say what you have to do.

    ‘We think therefore there is a need for more powerful deterrentsand we really welcome what the ASA is doingbut ultimately we think that civil fines would be an important addition to the arsenal of regulators here.

    ASA chief executive Guy Parker said the “scale and pace” of influencer advertising online and its “ephemeral” nature

    ASA chief executive Guy Parker said the ‘scale and paceof influencer advertising online and its ‘ephemeral’ 自然

    ASA chief executive Guy Parker said the ‘scale and paceof influencer advertising online and its ‘ephemeral’ 自然 – some Instagram Story posts disappear after 24 小时, making them difficult to capture for monitoring purposescontribute to difficulties with enforcement.

    就在上周, the ASA warned it would name social media influencers in a series of ads on Instagram who consistently fail to tell their followers when they are paid to promote products.

    The regulator warned its ‘rules are clear, it must be obvious to consumers before they read, ‘likeor otherwise interact with a social media post if what they are engaging with is advertising’.