Do influencers give their community enough warning when posting sponsored content? Not yet enough according to a recent study: 26.6% of them hide their commercial intentions.
For the second time, the Professional Advertising Regulatory Authority (ARPP) publishes the results of its Responsible influence observatory. If the first edition was limited to the analysis of 500 contents, the ARPP explains that this time it relies on a new methodology combining artificial intelligence and human analysis. 30,318 content from 7,013 influencers from Instagram, YouTube and TikTok were analyzed.
The ARPP reports that 73.4% of publications present at least an initial identification, but that 32.2% can be improved in terms of clarity or immediacy. On the other hand, 26.6% of publications do not reveal their commercial intentions, representing a good quarter of influencers. This observation is moreover more marked among “small” influencers who more often fail to make this paid content easily identifiable.
“The results of Observatory show that the lack of transparency is more the result of influencers with a low audience, writes the ARPP. Thus, the more the influencers become professional, the more ethics are respected. ” The failure rate then drops from 12.6% for influencers with more than 1 million subscribers to 43.1% for influencers with less than 10,000 subscribers.
Launch of a responsible influence certificate
The ARPP specifies that the observed shortcomings gave rise to interventions with the actors concerned in order to report the non-conformities to them and ask them to remedy them. The authority is also announcing the launch of a “responsible influence certificate” with Media Institute, aimed at helping influencers master the legal and ethical framework of their profession, protect their audience and differentiate themselves from brands.
“With a higher proportion of breaches among influencers with an audience of less than 10,000 subscribers, the results of Observatory bear witness to an issue with a strong educational dimension, comments Mohamed Mansouri, deputy director of the ARPP. To respond to this, the profession has decided to launch the Responsible Influence certificate to promote high ethical standards among content creators. Alongside the Media Institute and the entire profession, we will take up the challenge of its implementation. See you next year to measure the impact, which we hope will be positive! ”
Note that this responsible influence monitoring committee includes Google and TikTok among its members.
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