This month the advertising regulator named six social media celebrities, including Jodie Marsh and five former Love Island contestants, for repeatedly failing to tell followers when they were paid to promote products in posts.
“The market has blossomed, the influencer marketing market has doubled in two years and it’s very, very effective,” Lusty told MPs. “It’s much more powerful than traditional advertising techniques and it’s particularly powerful with younger people in persuading them to buy things.”
Recommendations from influencers (be they family, friends or online celebs) are incredibly powerful. It’s why referrals are often the top marketing source and the easiest prospects to sell to.