AI tools to identify influencer posts in breach of advertising code
Artificial Intelligence that tracks activity by social media influencers to make sure commercial content is being correctly tagged is to be implemented by the Advertising Standards Authority for Ireland (ASAI).
The announcement comes on the back of new research that reveals that a lack of authenticity, edited photos, too many paid ads and influencers misrepresenting real life are the top traits that cause annoyance amongst Irish consumers.
Nearly 7 in 10 (67%) respondents say they are familiar with the practice of influencer marketing, with awareness being highest (75%) amongst those aged 35 and under. A majority (71%) believe that when an influencer posts an ad, they are being paid by the brand to post positive content, which is slightly down from 80% in 2021.
While the research found that 84% of consumers use social media apps frequently and almost 40% of those use it for tips or inspiration, consumer confidence in what they’re seeing online is still extremely low, with just one in 10 consumers having trust in influencers’ posts, while over 62% believe that influencers post too much sponsored content. Echoing similar results to the recent Social Media Influencer Report released by the Competition and Consumer Protection Commission (CCPC) in December, this research reveals that there is a severe lack of trust between influencers and consumers.
Some of the top traits people find most ‘annoying’ from influencers according to the ASAI research include edited photos (67%) and influencers who do not come across as authentic (63%). Almost 60% of Irish consumers (56%) trust brand advertisements more than social posts by influencers. As was the case in 2021 according to the ASAI’s first Influencer Marketing Survey, over half (51%) of people in Ireland say they are concerned by the lack of transparency in influencer marketing.
The research also provides insight into people’s understanding of the use of hashtags and labelling in online advertising. Over half of consumers (55%) were able to reference various hashtags or phrases used to identify influencer advertising content – down 11% since last year. Among the most frequently recognised were #sponsored (61%), #ad (55%) and #paidpartnership (46%). However, 59% of people confirmed they didn’t recognise #sp and 54% didn’t recognise the hashtag #iworkwith. 71% of people were aware that when an influencer posts an affiliate link that they are being paid by the brand being linked.
Commenting on the research, Orla Twomey, Chief Executive of the ASAI, said: “As we can see from this research over half those surveyed remain bothered by both the lack of transparency in influencer marketing and not being able to distinguish content from advertising, which echoes similar results to the Social Media Influencer Report released by the CCPC last December.
“Both the ASAI research and the CCPC report show that there is a need for more transparency from influencers with regard to labelling their sponsored content clearly and correctly, as well as more guidance and education for both consumers and influencers alike in this space. To help with this we are planning to continue implementing the use of AI tools and working with the CCPC to develop further guidance.”
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