Social media influencers have become a powerful advertising channel, but social media advertising is still little regulated, with limited enforcement of disclosure regulations. This column analyses over 100 million tweets from 2014 to 2021 for disclosure rates. The findings suggest that the vast majority of commercial content on social media is not appropriately disclosed by the influencers who post it. Consumers are not able to distinguish commercial and non-commercial content absent

Tag-uri: Advertising