This summary sets out the key findings from research we commissioned into how people recognise influencer advertising on social media, and what that means in practice.
The research shows that many people find it difficult to tell when influencer content is advertising, even though most want ads to be clearly labelled. In fast-moving social media feeds, people often rely on contextual cues such as tone, brand mentions or visual prominence to judge whether content is an ad. These cues can help, but they are inconsistent and not always reliable.
Clear, upfront labelling therefore plays an essential role. The research shows strong expectations that advertising disclosures should be immediately visible and easy to understand, without requiring people to click, search or infer meaning. Clear “Ad” labels and prominent platform-provided disclosures performed best. Ambiguous or shorthand labels were more likely to cause confusion.
The findings reinforce the importance of applying the rules consistently and in ways that reflect how social media is used in practice. This summary highlights the main insights and explains how the findings will inform our ongoing guidance, engagement and enforcement work.
Consumer awareness and understanding of influencer marketing