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When likes go rogue: advertising standards and the malpractice of unruly social media influencers.

Authors :
Antoniou, Alexandros
Source :
Journal of Media Law. Jul2024, Vol. 16 Issue 1, p74-117. 44p.
Publication Year :
2024

Abstract

Despite extensive examination of factors propelling influencer success, scant attention has been paid to influencer misconduct, especially from a regulatory standpoint. To address this gap, this article presents for the first time a systematic analysis of the UK advertising watchdog's rulings involving social media influencers. Through qualitative examination, it introduces four new themes, i.e. 'promo-masquerade', 'risk-fluence', 'mone-trapment' and 'stereo-scripting', which expand the discourse on influencer transgressions and spotlight distinct areas of regulatory concern. Even though influencers are seen as trustworthy figures in online brand communities, findings expose long-standing issues of non-compliance with established marketing rules. Criticism is directed at the inadequacy of current regulatory emphasis on recognisability of marketing intent alone, advocating instead for a more holistic approach that addresses various dimensions of influencer misconduct. Proposals include the implementation of a robust best practice framework and certification schemes to foster the influencer industry's maturity and sustainable growth. [ABSTRACT FROM AUTHOR]

Details

Language :
English
ISSN :
17577632
Volume :
16
Issue :
1
Database :
Academic Search Index
Journal :
Journal of Media Law
Publication Type :
Academic Journal
Accession number :
179995625
Full Text :
https://doi.org/10.1080/17577632.2024.2361517