Recent research published in Marketing Science reveals that over 95% of sponsored influencer posts on Twitter lack disclosure. The study, conducted by researchers from University College London and Imperial College London, indicates that many undisclosed posts are linked to younger brands with significant social media followings. This finding raises concerns about consumer protection, as a notable number of consumers cannot identify sponsorship arrangements without proper disclosures. The research suggests a growing need for regulatory oversight to address undisclosed influencer marketing practices.
‘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.’
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