New Guidance Tells Influencers To Label Promoted Posts as Ads

New guidance for social media influencers in Ireland has been issued today by the Competition and Consumer Protection Commission (CCPC) and the Advertising Standards Authority for Ireland (ASAI).

The guidance refers to the clear labelling of ads on social media.

Influencers have been instructed to the hashtag #Ad on all content that includes paid promotion, items ‘gifted’ by brands of PR agencies.

Post relating to own-brand products and services must also carry the hashtag.

A number of different hashtags (#IWorkWith, #OwnBrand) are currently used by influencers to indicate advertising. For the avoidance of confusion, all commercial content should now be labelled #Ad (or #Fógra for Irish-language posts).

Hashtags must be instantly visible to consumers.

Kevin O’Brien, Member of the Competition and Consumer Protection Commission, said:

“Our research found that consumers consistently overestimated their ability to identify influencer advertising. This guidance will support influencers to comply with their obligations under the law so that consumers know when they are being advertised to.

“It is in everybody’s interest for influencers to be honest with their audience and transparent about their advertising. CCPC research found that many consumers felt misled after purchasing an item on the advice of an influencer, and that levels of trust in influencers generally are very low. Clear labelling benefits everyone.

Mr O’Brien added: “It is an offence to mislead a consumer, and influencers who fail to comply with Ireland’s consumer protection legislation may be subject to enforcement action up to and including prosecution.”

The joint guidance has been developed following extensive research, including experiments with eye-tracking technology and a survey of 500 social media users.

A number of influencers were also asked to review the new guidance and provide feedback to the CCPC.

Orla Twomey, Chief Executive at the Advertising Standards Authority for Ireland, said:

“Consumers shouldn’t have to question if and when they are being advertised to – it should be instantly clear.

“The guidance takes account of developments in influencer marketing and provides clear and straightforward guidance for influencers and brands they work with, on how to correctly and clearly label and disclose advertising content on their social media channels, to ensure that consumers are not misled.”

The full guidance on influencer advertising and marketing is available - HERE.