Influencers hide their business partnerships less and less

Is the era of hidden sponsored content on social networks behind us? The Professional Advertising Regulatory Authority (ARPP) delivered encouraging figures on Wednesday. After sifting through 30,000 content on Instagram, TikTok and YouTube, the regulator calculated that 83% of creators mentioned the presence of a sponsor in their videos in 2021, compared to 73% in 2020. And according to preliminary results, the good students would even be 87% in 2022.

After a painful month of September for influencer marketing, between the lawsuit opened against Shauna Events for “deceptive marketing practices” and the vitriolic issue of “Complementary investigation” on the “real business of influence”, these data are reassuring. However, by the ARPP’s own admission, they are deliberately lax.