Recent research published in Marketing Science reveals that an overwhelming 95% of sponsored influencer posts on Twitter (now X) fail to disclose their sponsorships. Conducted by researchers from University College London and Imperial College London, the study indicates that these undisclosed posts are typically linked to newer brands with substantial social media followings. The evolving regulatory landscape surrounding influencer marketing has not kept pace with its growth, raising concerns about consumer awareness and the need for better regulations to ensure transparency in sponsored content.
"Our study findings highlight a potential need for further regulatory scrutiny," says He.
"Because consumers might find it difficult to distinguish paid influencer posts from genuinely organic content, regulators in many countries now require any paid content to be disclosed," says Ershov.
#influencer-marketing #social-media #advertising-regulations #consumer-awareness #marketing-research
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