Neena Bhati, Head of Campaigns, Which?, said:
“Social media users should be able to easily tell what is and what isn’t an ad on platforms like Instagram or TikTok. Influencers and the brands they work with should know the rules and must not muddy the waters between paid-for advertising and authentic endorsements.
“It’s good to see that the Advertising Standards Authority (ASA) is taking a proactive approach to dealing with influencers flouting the rules. The ASA must continue to keep track of this issue and work with other regulators to take strong action where necessary – sending a clear message that deceiving consumers for cash on social media will not be tolerated.”