Influencer marketing is now a routine part of how people experience social media. But recognising when influencer content is advertising is not always straightforward.
To understand how people interpret influencer advertising today, we commissioned independent research from MTM. The study explores how consumers recognise advertising disclosures across current platforms and formats, with a focus on fast-scrolling, mixed-feed environments. It centres primarily on Instagram and TikTok, reflecting how influencer advertising is most commonly encountered in practice.
The research shows that while many people feel confident spotting influencer ads, that confidence does not always translate into accurate recognition. Compared with traditional brand advertising, influencer advertising is more variable and often less clearly identified. Recognition depends heavily on how content is presented and how clearly advertising signals are communicated.
Clear and prominent disclosure plays a critical role. Where content closely resembles organic or editorial posts, disclosure helps people recognise advertising quickly and with confidence. The research also shows that both the wording and placement of labels matter, particularly in short-form video and fast-moving feeds.
This full report sets out the methodology, detailed findings and analysis underpinning the research. It provides the evidence base informing our ongoing approach to influencer advertising regulation.
Looking for the key findings?
Read our summary report for the headline results and what they mean in practice.
Consumer awareness and understanding of influencer marketing – summary