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Influencers: the rules are out!

This week the Advertising Standards Authority (ASA) released their new requirements for influencers, marking a line in the sand for the industry to follow from 14 September 2020.

They state that all ASA Codes apply to influencer advertising content (as well as more traditional forms), and that an influencer could be an advertiser (advertising their own product) or may act as a media platform, posting content controlled by an advertiser or brand.

It also doesn’t matter what size an influencer’s audience is; if you have access to an audience and develop and/or distribute content about products or services in return for some form of payment, it’s advertising whether you have 100 followers or 100,000.

The most important takeaways are how influencers and advertisers should identify their ad content, and it makes clear that all parties involved e.g. the influencer, advertiser and other agents are responsible for the correct disclosures.

We’ve put together an infographic to outline how you should disclose influencer ad content – download it and get up to speed on what you need to know.

Or if you need help navigating the changes, reach out to our team and we’ll see you through the complicated waters of the influencer world.