Influencers on Instagram and misleading advertising: the need to regulate and self-regulate
Abstract
The recommendations of products and services on Instagram by influencers have become a widespread advertising practice. 68% of Spanish social networks users follow influencers, so brands consider them a valuable channel to prescribe themselves and win consumers. However, these types of practices are carried out under a legal vacuum that could harm the users’ rights. 750 publications of the 25 most important fashion influencers in Spain are analyzed to research how many of them are presented as advertising and not as personal opinions. The results show the use of these recommendation techniques as illicit or misleading advertising, which requires a legal regulatory framework and commitment of the self-regulatory institutions and of the social networks to fill these lacks and ensure the quality of communication between brands and audiences.
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