We would like to ensure that you are still receiving content that you find useful – please confirm that you would like to continue to receive ILO newsletters.
23 April 2021
The Department for Culture, Media and Sport (DCMS) Select Committee recently launched an inquiry to examine influencers' power on social media and how influencer culture operates. The inquiry will also consider the lack of regulation on the promotion of products or services, aside from the existing policies of individual platforms. An Advertising Standards Authority investigation found that more than three-quarters of influencers "buried their disclosures within their posts".
Further, the inquiry will assess the effect of influencers on media and popular culture and the positive role that they can play (eg, in raising awareness for a campaign which addresses vaccine hesitancy among people from ethnic minority backgrounds).
The DCMS Select Committee invites participants to comment on:
On the operation and effect of influencer culture, DCMS Select Committee Chair Julian Knight stated as follows:
There's concern that while influencers are useful to advertisers in reaching the right markets on social media, there is a lack of transparency around the promotion of products or services. We'll be looking at whether there's a need for tighter regulation in this area and what form that might take.
Participants should make written submissions by 7 May 2021.
The materials contained on this website are for general information purposes only and are subject to the disclaimer.
ILO is a premium online legal update service for major companies and law firms worldwide. In-house corporate counsel and other users of legal services, as well as law firm partners, qualify for a free subscription.