Social media travel influencer posts ‘breaching advertising rules’

Many travel influencers on social media are failing to disclose when their posts are paid for adverts.

 

An investigation by the advertising watchdog found that only 20% of the adverts analysed stuck to its rules on ad disclosure.

 

The Advertising Standards Authority used its AI system to monitor Instagram and TikTok content from dedicated travel influencers and a random sample of influencers who post travel-related content.

 

It analysed a curated sample of 531 Instagram and TikTok posts. Out of 531 posts, just under half (276) were categorised as travel ads and only 20% of these were “adequately disclosed”.

 

A further 11% attempted to disclose content as advertising but used an inadequate, or an insufficiently prominent, disclosure label.

 

The remaining 69% made “no attempt” at ad disclosure, the ASA found.

 

“We also noted that 50 out of the 143 ads from travel influencers redirected to blogs that included affiliate links which were not disclosed upfront,” the watchdog’s report added.

 

“We analysed a sample of content from both dedicated travel influencers and a random sample of influencers who posted travel-related content during the monitoring period.

 

“The outcomes indicated inconsistent and often inadequate disclosure standards across the travel sector by both sets of influencers.”

 

The reported added: “We recognise that new influencers may be less familiar with the rules. However, the rules are clear. Ads must be obviously identifiable as such.

 

“If an agreement has been made to produce content in return for payment (be that money, a personalised discounted rate, or a free trip), these will be

deemed as ads by the ASA.

 

“Such ads need to be disclosed to followers using appropriate ad disclosure labels.

 

“Our recent research confirms the best way to make it clear to consumers they are engaging with an ad is by using the label ‘Ad’ or by using a platform’s own disclosure tools.”

 

The report provides the ASA with a “baseline” from which to track progress in future reports.

 

The ASA added: “We will provide targeted guidance to travel brands that routinely partner with influencers, explicitly highlighting which travel disclosure labels are non-compliant.

 

”We will also engage with influencers and their agency representatives to set out our expectations.

 

“Content that redirects consumers to further content that is disclosed as an ad, should also be disclosed as such. Importantly, it should always be clear to consumers, when you are posting an ad.”

 

A spokesperson said: “Our rules make clear that ads must be obviously identifiable and it’s important that consumers know when they are being sold to."