Myth busting: New data from IMTB and HypeAuditor proves effective influencer disclosure has no harm on engagement rates

• New research shows explicit ad disclosure (#ad) on influencer marketing content is not associated with lower engagement performance

• Creators’ commercial content tagged with #ad generates higher median likes and comments

• Explicit ad disclosure acts as a credibility and legitimacy signal, supporting reach and engagement rather than limiting distribution

Research published today, Thursday 12 February in partnership between the Influencer Marketing Trade Body (IMTB) and HypeAuditor reveals there is no negative impact on engagement rates when influencers effectively disclose commercial content. 

For large-scale creators with over 500k Instagram followers, explicit ad disclosure appears to function as a credibility and legitimacy signal, supporting reach and engagement rather than limiting distribution.

In fact, across all UK influencer tiers, posts with #ad consistently generate stronger median interaction metrics, including likes and comments.

The new findings firmly counter long-held beliefs by some influencers that social media platform algorithms downrank their content when they disclose brand collaborations.

Scott Guthrie, director general IMTB, says:

“8-in-10 social media users say that clear labels are essential for recognising influencer advertising - according to research published today by the Advertising Standards Authority (ASA).

“Yet, some creators tell us they don’t always disclose their ads through fear that platform algorithms downrank their content when they mark it as sponsored. So, IMTB partnered with HypeAuditor to determine whether the data matched the hunch. Our findings shows there is no discernable degradation in reach or engagement when #AD is applied to sponsored content.

“IMTB has worked hard to build awareness of influencer marketing disclosure rules. This new research busts the myth that influencers are penalised when they follow the rules. It should remove the last barrier preventing more influencers from effectively disclosing commercial content.” 

Alex Frolov, CEO, HypeAuditor, says:

“There’s long been a belief that clearly labelling ads hurts performance. Our data shows that isn’t the case. Transparent disclosure does not reduce engagement — and in many instances, it’s associated with stronger interaction.”

Shahriar Coupal, 
 ASA Director of Advertising Policy and Practice, says: 

“We know from our own research that the public want and expect influencers to disclose when their content is an ad. Doing so supports transparency and fairness. Not only is this about sticking to the rules, it underpins the relationship influencers seek to have with their audience.”

About the Influencer Marketing Trade Body

The IMTB is the professional voice of creator marketing in the UK. We are dedicated to securing a stronger, smarter and sustainable future for our industry. One that is credible, creative and commercially powerful.

Launched in October 2021 with six founding members, the IMTB now counts circa. 30 progressive creator economy companies as members, united by a commitment to growth through responsible marketing.

IMTB represents influencer marketing on the Committee of Advertising Practice (“CAP”), the UK advertising’s rule-making body.

It co-owns the Influencer Marketing Code of Conduct alongside ISBA. The Code aims to standardise good practices and guidance with brands, agencies and creators. It covers areas including disclosure, transparency, pay parity, and effective representation.

IMTB sits on the government’s Online Advertising Taskforce as part of its influencer marketing workstream. 

IMTB co-runs the Digital Creators All-Party Parliamentary Group, designed as a forum for creators to engage policymakers – acting as a vital bridge between the UK’s creators and Westminster

IMTB is an Advertising Association member. Our director general sits on the AA’s council. 

In 2024, IMTB co-founded the European Influencer Marketing Alliance – a federation of professional influencer marketing organisations across Europe. EIMA provides a unified voice for creator economy constituents to regulators, legislators, media, academics and other key stakeholders at a time of tremendous growth within the industry but also a time of increased legislative and regulatory scrutiny.

Member organisations sign up to our code of conduct when joining the IMTB. The code articulates specific requirements for members. These are the behaviours that members must demonstrate when they are providing business services and ensure our members are always responsible, accountable, transparent and competent.