1、 Influencer Ad Disclosure on Social Media:Instagram and TikTok(2024)Indicative ad disclosure compliance rates based on an analysis of a sample of UK-based Instagram and TikTok influencer accounts May 2025 Contents Executive summary.3 Introduction.5 Our data science methodology.6 The accounts monitor

2、ed.10 Other notes of interest.12 Further action.14 Annex:Our recent ad disclosure work.15 Annex:The CAP Code rules.17 Contact us.18 3 Executive summary The disclosure of advertising by influencers on social media remains a global hot topic,and the ASA continues to receive a high number of complaints

3、 about this specific consumer concern.In 2024,the ASA received over 3,500 complaints about potential non-disclosure of ads on social media.This is our second report examining rates of compliance.In 2021 we published our first report on Influencer Ad Disclosure on Social Media.That report focused on

4、disclosure rates on Instagram;we found 65%of ads on 122 monitored UK Instagram accounts were not clearly disclosed as advertising.For this exercise,we used our AI-based Active Ad Monitoring system to help us assess ad disclosure rates on both Instagram and TikTok.This report outlines the findings an

5、d trends found across the range of accounts assessed.We monitored three categories of UK accounts:a random selection of influencer accounts;influencer accounts about which the ASA and CAP had recently received complaints or applied sanctions to on the basis of ad non-disclosure and the 122 Instagram

6、 accounts included in the previous monitoring exercise.It is the analysis of the random selection of influencer accounts that we consider as the most likely indicative and broadbrush rate of ad disclosure compliance on Instagram and TikTok.The other two sample groups,composed of accounts in which ac