The Influencer Marketing Trade Body (IMTB) responds to the ASA’s Influencer Ad Disclosure on Social Media: Instagram and TikTok (2024) report

• Report captures a snapshot of the influencer marketing industry in transition
• Compliance levels rise 22% on previous ASA influencer monitoring report. However, greater compliance levels are needed
• IMTB working closely with ASA and CAP to improve influencer compliance rates
• IMTB & ISBA continue to promote responsible influencer marketing through joint ownership of the influencer marketing code of conduct
• Report recognises IMTB’s appointment to CAP as ‘an important step in ensuring influencer marketing has a voice’

Today, the Advertising Standards Authority (ASA) published its latest report looking at the rates at which influencers are sticking to the rules on making it clear when their posts are ads.

The Influencer Ad Disclosure on Social Media: Instagram and TikTok (2024) report captures a snapshot of our industry in transition. Results show 57% of influencer ads are effectively disclosed as advertising. 

Clearly, as an industry, we’re not where we need to be yet. However, these figures mark a 22% uptick on compliance rates taken from the ASA’s previous sweep of influencer content. The advertising regulator’s 2021 report showed that just 35% of influencer ads were clearly disclosed as advertising.

Progress towards professionalism

Today’s report shows progress towards professionalism.

• Beyond the 57% of effectively disclosed influencer ads a further 9% of ads contained disclosure labels, but the language used failed to make the commercial nature of the content clear. These influencers and the marketers behind the ads are showing a willingness to abide by the ad rules yet need to finesse their labelling to avoid hidden advertising.
• There's a strong appetite from marketers and influencers to better understand influencer marketing compliance. In the first three quarters of 2024, CAP’s guidance on influencer marketing was the most read piece out of all CAP’s guidance and advice articles -- it's a piece of work the IMTB reviewed and contributed to.

How IMTB is helping improve influencer compliance rates

The IMTB works closely with the ASA and its sister organisation, the Committee of Advertising Practice (CAP), on the following initiatives: 

• IMTB is a Committee of Advertising Practice CAP member - the first new member of CAP in over a decade. We are the only dedicated body to provide direct representation of the influencer marketing sector to the committee.
• Created an online resource dedicated to explaining what hidden influencer advertising is, who it affects, who regulates it, and how to stay on the right side of hidden advertising regulation. 
• Published two further online resources relating to advertising regulation. One devoted to providing an overview of the ASA. The other signposting and linking to influencer marketing guidance provided by the ASA.
• Members enjoy compliance peace-of-mind through free access to REASSURE, our one-to-one consultation service with leading legal and regulatory compliance consultancy, Hashtag Ad Consulting.
• Provided detailed feedback on the Influencers' guide to making clear that ads are ads. The comprehensive guide to ad labelling and disclosure, written in collaboration with the CMA was updated in March 2023. This was after IMTB members had first provided a detailed critique of the document including the provision of potential areas of future attention. IMTB was referenced within the updated guide as a resource for influencer marketing practitioners and creators to seek further guidance. Today this guidance is the most read piece out of all CAP’s guidance and advice articles.
• Worked closely with the ASA to sense-check its new Influencer Marketing Disclosure Tool ahead of launch.
• Co-hosted workshops and webinars explaining best practices for effective disclosure.

Promoting responsible influencer marketing via the Influencer Marketing Code of Conduct

IMTB and ISBA co-own the influencer marketing code of conduct - it's a piece of work acknowledged by both government and practitioners as best practice. Now in its fourth iteration the code aims to 

• Ensure compliance with the regulatory framework 
• Raise standards of conduct in influencer marketing and advertising
• Improve the relationship between brands, talent agencies and influencers, including promoting a genuine alignment of values between the influencer and the advertiser
• Deliver the transparency that consumers expect and deserve

About the Influencer Marketing Trade Body

The IMTB is a UK-based not-for-profit professional membership organisation dedicated to building a robust, sustainable future for the influencer marketing industry through increased accountability, governance and a unified voice.

Launched in October 2021 with six founding members, the IMTB now counts circa. 30 progressive creator economy companies as members.

Member organisations sign up to a 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.

IMTB represents influencer marketing on the Committee of Advertising Practice ("CAP") as a member. CAP is responsible for writing and updating the rules on advertising in the UK via the CAP (Non-broadcast Advertising) Code. 

CAP is the sister organisation of the Advertising Standards Authority ("ASA") - the UK’s independent advertising regulator that administers the CAP Code to keep ads legal, decent, honest and truthful.

IMTB co-owns the Influencer Marketing Code of Conduct alongside ISBA. The Code, first launched by ISBA in September 2021 and updated in May 2022, aims to standardise good practices and guidance with brands, agencies and creators. It covers areas including disclosure, transparency, pay parity, and effective representation.