Navigating freezones in the influencerdom: a shadowlands guide

The article delves into the rapidly evolving landscape of influencer marketing (IM) and its profound effects on the dynamics between social media users, advertisers, and brands. As the IM industry burgeons, influencers have transcended the dichotomy of self-publishers and traditional advertisers, shaping distinct career trajectories. The analysis critically examines the regulatory landscape, particularly the responsiveness of the Advertising Standards Authority (ASA) and the Competition and Markets Authority (CMA) to influencers' professionalisation. Despite the industry’s growth, regulatory gaps persist, leaving consumers vulnerable to lightly-overseen influencers. The article argues for a transformative shift in regulatory perspective to encompass influencers throughout their career journey, challenging the prevailing notion that only high-reach influencers warrant scrutiny. It emphasises the need for a recalibrated regulatory threshold that accounts for emerging influencers, endorsing a more comprehensive definition and a holistic approach that recognises the multifaceted nature of IM practices. The article urges regulators to adapt to the nuanced and evolving nature of IM to ensure a more robust oversight and integrity in this emerging profession.