Brands could face similar sanctions in future, the advertising regulator has warned, as it puts six former Love Island stars on blast for failing to disclose when their social media posts are ads.
It started with a tweet and went on to raise over £20m to tackle food poverty.
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
The Advertising Standards Authority is “escalating” sanctions against the social media influencers breaching advertising rules and warns brands they’re next in line.
Malibu saw “exceptional growth” in the last 12 months and “rejuvenated” interest in the brand thanks to product innovation and its long-term marketing strategy.
Despite the growth of newer platforms such as TikTok, the majority of direct-to-consumer brands see immense value in engaging with established influencers on Instagram first, before testing the newer channels.
A monitoring sweep by the regulatory body found an “unacceptable” level of influencer posts are failing to stick to the rules.
Boots launched a platform to engage young shoppers and help them rethink the retailer as a beauty destination.
As the issue of trust rages on and brands look to reduce their budgets, what does this mean for influencer marketing?
Influencer marketing has the potential to deliver greater efficiencies and return on investment, yet marketers have long struggled to measure its impact effectively.
Marketers and creatives must stick to their brand values during the Covid-19 pandemic, and not be afraid to use influencers to help them produce cost-effective content and communicate with their target audiences.
Kindred believes it is the antidote to brands’s growing concerns about influencer fraud, with the social platform looking to become the largest corporate donor to charities within two years.
Amid claims of fake followers, bots and over-inflated reach, the brands sticking by influencer marketing are seeking greater transparency, stronger engagement and more meaningful relationships with the talent.
The rise of influencers posting fake sponsored content to appear more lucrative to brands is just the latest fraudulent activity to hit influencer marketing, and it should encourage marketers to reassess how they choose partners.
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here