ASA - Advertising Standards Authority

2 September 2020

The Advertising Standards Authority (ASA) has today released their Influencers AdHelp Information – making it clear that ads are ads.

This AdHelp Information has been developed to support the identification of Influencer advertising content and highlight the collective responsibilities of Influencers, agents and advertisers in ensuring ad content is labelled for consumers. The identification of ad content requirements will apply to all Influencer ad content posted from 14th September 2020.

Hilary Souter, Chief Executive of the Advertising Standards Authority, said “The ASA recognised the need for strong guidance in the rapidly evolving space of Influencer advertising. We’re pleased to release this resource in response to complaints and queries we have received on this issue. This will be followed up with training opportunities for the sector to support a level playing field across all media.”

The ASA consulted with a range of individuals, organisations and agencies including the advertising industry, public relations and talent management industry, individual Influencers, Government and Non-Governmental organisations and the public. For more information on the consultation process, view the Influencers AdHelp Information Consultation Report available on the ASA website.

Advertisers, agents and Influencers are encouraged to register their interest in training through the registration form on the ASA website.

To download a PDF of the Influencers AdHelp Information for Identifying Ad Content, click here.

To download a PDF of the Influencers AdHelp Information Consultation Report, click here.

-ENDS-

Media enquiries:

Hilary Souter

Chief Executive – Advertising Standards Authority

0800 234 357