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New ASA guidelines for Social Media Influencers – will a “#ad” continue to do the trick?

Avid social media users will be well-acquainted by now with the concept of influencer marketing, which has evolved alongside the rise of mobile technology and social media and into an increasingly popular advertising tool. Influencer marketing involves the engagement by brands of individuals (usually celebrities or industry experts) with large followings on social media such as Facebook, Twitter and Instagram to advertise or recommend products. Depending on the influencer/amount of followers, it has been reported that charges per post can reach up to £500,000, and this has fast become an extremely lucrative industry.

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