Influencer Marketing- What are the rules?

So, in the last few of weeks we have been bombarded with news stories on influencer marketing, indeed Panorama recently investigated this often-misunderstood area.  Social media influencers have so much power and brands are keen to tap into their following, but many influencers have not been clear when their content has been paid for, therefore misleading their thousands of followers. The Competition and Markets Authority (CMA) has recently managed to secure formal commitments from 16 celebrities with massive online followings including Ellie Goulding and Rita Ora, ensuring that they will clearly state if they have been paid to endorse products; this is following an investigation into some of the most powerful influencers in the UK. Andrea Coscelli, Chief Executive of the CMA, said:...

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