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There are calls for influencer guidelines to be given a solid footing, after a survey found over half of Irish adults are bothered by a lack of transparency in so-called influencer marketing.
A new survey from the Advertising Standards Authority for Ireland (ASAI) found just 7% have 'great trust' in what an influencer posts on social media.
Nearly three in four people are familiar with the practice, with a majority of 80% believing that when an influencer posts an ad they are being paid by the brand to post positive content.
While 75% believe that any mentions of a brand in a post means it is advertising.