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AA gives evidence on influencers

/ July 16th 2021 /
Advertising to Children and Young People

On Wednesday, July 14, our President Keith Weed, gave evidence to the DCMS Select Committee’s inquiry into influencer culture. The inquiry has looked into the power of influencers and the relationship between influencers and advertisers. During the session, the Committee discussed the link between brands and influencers, the demarcation of paid-for and non-paid for advertisement, and the challenge of cross-border regulatory compliance.

Keith noted the evolving nature of influencer marketing and how it enables brands to connect with audiences, in particular SME brands, through influencers and that they benefit from lower market entry costs. He also emphasised the importance of influencer authenticity and audience engagement.

Keith also highlighted the work of Media Smart, the advertising industry’s education programme and flagged the success of its recent influencer educational resource. The module helps young people to understand the commercial link between influencers and the brands they may be promoting; how to recognise branded and paid-for content; and how to differentiate between organic and sponsored content. This showreel provides an overview of Media Smart’s work and industry supporters.

The Committee also discussed the role of the ASA, with Keith making the case that ASA guidelines are evolving with ongoing industry developments. He also highlighted the role of agencies who work specifically with influencers to ensure that their content is authentic and that they are protected from exploitation.

You can watch a recording of the evidence session here.

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