Influencer culture

Culture, Media and Sport Committee Closed Inquiry
Opened: 26 Mar 2021 Closed: 23 Sep 2022 Parliament page
The inquiry will examine the power of influencers on social media, how influencer culture operates, and will consider the absence of regulation on the promotion of products or services, aside from the existing policies of individual platforms. Research showed that more than three-quarters of influencers “buried their disclosures within their … Read more
6 Recommendations
1 Report
7 Oral sessions
1 Letter
7 Events
Activity timeline 18 events
23 Sep
2022
Report published
22 Jul
2022
Report published
9 May
2022
Report published
8 Mar
2022
Correspondence
1 Feb
2022
Oral evidence
1 Feb
2022
Formal meeting (oral evidence session) · The Grimond Room, Portcullis House
27 Jan
2022
Oral evidence
27 Jan
2022
Formal meeting (oral evidence session) · The Grimond Room, Portcullis House
18 Jan
2022
Oral evidence
18 Jan
2022
Formal meeting (oral evidence session) · The Grimond Room, Portcullis House
25 Nov
2021
Oral evidence
25 Nov
2021
Formal meeting (oral evidence session) · The Grimond Room, Portcullis House
Oral evidence sessions 7 sessions
1 Feb 2022
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Chris Philp MP · Department for Digital, Culture, Media and Sport Mark Griffin · Department for Digital, Culture, Media and Sport Sarah Connolly · Department for Digital, Culture, Media and Sport
27 Jan 2022
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George Lusty · Competition and Markets Authority Guy Parker · Advertising Standards Authority
18 Jan 2022
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Elizabeth Kanter · TikTok Iain Bundred · BBC Ronan Costello · Twitter Tom Gault · Instagram
25 Nov 2021
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Abbie Richards Becca Lewis Dr Giovanni De Gregorio Dr Robyn Caplan Dr Stephanie Alice Baker Sara McCorquodale
2 Nov 2021
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Dr Catalina Goanta Dr Ysabel Gerrard Ed Magee · National Network for Children in Employment and Entertainment Helen Wills · Actually Mummy Professor Sonia Livingstone Sergei Urban · The Dad Lab
14 Sep 2021
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Amy Bryant-Jeffries · Gleam Futures Amy Hart Ben Jeffries · Influencer.com Nicole Ocran Professor Brooke Erin Duffy
13 Jul 2021
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Dr Crystal Abidin Dr Francesca Sobande Em Sheldon Keith Weed · Advertising Association Sarah Brin · Media Molecule
Title HC No. Published Items Response
Twelfth report - Influencer culture: Lights, camera, inaction? HC 258 9 May 2022 6 Responded
Recommendations & Conclusions
6 results
22 Recommendation
Twelfth report - Influencer cultur…
We recommend that the Government add to clauses 17 and 18 of the Online Safety...
We recommend that the Government add to clauses 17 and 18 of the Online Safety Bill a requirement that reporting and complaints mechanisms, as outlined in new codes of practice created by Ofcom, must be tailored to the specific nature … Read more
Department for Culture, Media and Sport
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39 Recommendation Rejected
Twelfth report - Influencer cultur…
We recommend that the Advertising Standards Authority introduce a requirement to the UK Code of...
We recommend that the Advertising Standards Authority introduce a requirement to the UK Code of Non-broadcast Advertising (CAP Code) for virtual influencers to be watermarked. Intermediaries
Government Response
The ASA has not received any complaints relating to virtual influencers. They are not aware of research that suggests that virtual influencers are causing advertising-related harm and do not have the basis to consider further, at this stage, the recommendation that virtual influencers should be watermarked when the account is being used to advertise to online users.
Department for Culture, Media and Sport
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44 Recommendation
Twelfth report - Influencer cultur…
We recommend that the Government commission an industry partner to develop a code of conduct...
We recommend that the Government commission an industry partner to develop a code of conduct for influencer marketing alongside relevant stakeholders. The Government should then promote this code as an example of best practice for deals between influencers and brands … Read more
Department for Culture, Media and Sport
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69 Recommendation Accepted in Part
Twelfth report - Influencer cultur…
We recommend that the remit of the CAP code be extended by removing the requirement...
We recommend that the remit of the CAP code be extended by removing the requirement for editorial ‘control’ to determine whether content constitutes an advertisement.
Government Response
The ASA will commit to exploring how they can clarify further that payment alone invokes advertising disclosure requirements and will explore whether there is a case for reconsidering the ASA system payment and control tests as they apply to certain categories of native advertising, including influencer advertising, whilst ensuring their regulation does not restrict freedom of speech by extending unduly to areas it should not, for example, editorial and sponsorship matters.
Department for Culture, Media and Sport
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86 Recommendation Acknowledged
Twelfth report - Influencer cultur…
We recommend that the ASA be given statutory powers to enforce the CAP Code.
We recommend that the ASA be given statutory powers to enforce the CAP Code. These powers should be considered as part of the Government’s upcoming Online Advertising Programme. Appropriate funding arrangements should also be considered to ensure that the ASA … Read more
Government Response
The government welcomes the Committee’s support for the CMA to receive greater powers to enforce consumer protection law. The ASA system has submitted a response to the Government Online Advertising Programme, to which this Committee recommendation is directed, and is committed to significantly enlarging its budget to respond to the capacity, technology and expertise challenges that all digital regulators are facing.
Department for Culture, Media and Sport
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97 Recommendation Acknowledged
Twelfth report - Influencer cultur…
We recommend that the CMA report to our Committee on the progress, costs, and results...
We recommend that the CMA report to our Committee on the progress, costs, and results of their 2020 Facebook Ireland Ltd. undertakings. In doing so they should also provide updates on their progress securing undertakings from other social media platforms. … Read more
Government Response
The CMA continues to work closely with Meta Platforms Ireland Limited (Instagram) to assess compliance with consumer protection law in relation to influencer endorsements. The CMA has shared the draft Principles with several social media platforms and other key stakeholders, and expects to publish a final version in due course.
Department for Culture, Media and Sport
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Government Response AI assessment · 4 of 6 classified
Accepted in Part 1
Acknowledged 2
Rejected 1
Total 6 recs
Correspondence 1 letter
8 Mar 2022 To committee Letter from Chris Philp MP, Minister for Tech and the Digital Economy, relating to Influencers oral evidence on 1 February, 28 February 2022
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