The Advertising Standards Authority (ASA) can now share with the Competition and Consumer Protection Commission (CCPC) the details of influencers who are not complying with advertising rules.
The two bodies signed a data-sharing agreement that the ASA said will strengthen the oversight of influencer and social media advertising.
The authority can now share with the CCPC the names, social media images and usernames of influencers who repeatedly fail to comply with the rules.
The ASA said the move is “a significant step in enhancing regulatory oversight and ensuring greater accountability of influencer advertising across social media platforms”.
The CCPC said the “agreement allows the ASA to share reports from the public and will support us in protecting consumers when it comes to social media advertising”.
It follows the publication in 2023 of guidelines for influencers and social media advertisers.
They detail how ads on social media, including the use of #ad on commercial content, must be clearly labelled and comply with the Consumer Protection Act and the ASA code.
The ASA – the independent advertising self-regulatory body – has the power to request the removal or amendment of posts that are in breach of its code.
The CCPC – the consumer protection watchdog – can issue compliance warnings, fixed payment notices and prohibition orders, as well as having the power to prosecute those who breach the rules.