A new study shows that people trust influencer promotions less than standard advertising, even though influencers are everywhere. The research comes from the National Advertising Division (NAD) of the BBB National Programs, which tracks how influencer marketing plays out on social platforms.
The group surveyed over 3,700 adults in the U.S. Most had seen influencer content, and many had made purchases because of it. Still, nearly one in four didn’t trust what influencers posted. Only 11% expressed the same doubt toward general ads.
Why the difference? Lack of transparency.
When influencers skip disclosure, paid deals, free products, trust takes a hit. Around 70% of those surveyed said they felt misled if a partnership wasn’t clearly explained. And simply tagging posts with #ad or #sponsored didn’t change their minds. More than half said that kind of label made no difference.
Some high-profile cases have raised red flags. A few influencers, including well-known names, were called out by NAD for not making brand ties obvious. After being flagged, those posts were updated to follow the rules. But the growing number of violations suggests bigger problems across the industry.
Honesty matters more than polish. Over 70% of respondents said they value clear, truthful opinions, even if a review isn’t positive. People also lose trust when influencers promote lifestyles that feel fake or unattainable.
Legal action is ramping up, too. In recent months, five class action lawsuits have been filed. The claims center on consumers who bought products based on influencer content and later found out those endorsements were paid. One case involved a fashion brand accused of hiding both sponsorships and higher pricing. Another targeted energy drink posts that lacked clear disclosures.
NAD says it’s working on a certification and training program to help influencers follow better advertising practices. According to survey data, most people think both influencers and brands should be held responsible for transparency.
Influencer marketing is massive, 82.7% of marketers use it, and it’s now valued at $24 billion in the U.S. But its long-term success depends on trust. That means clear, honest communication isn’t just good ethics. It’s essential.
Notes: This post was edited/created using GenAI tools.
Read next:
• New Study Shows How Search Queries Reflect Personal Biases and Limit Exposure to Contrasting Information
• When AI and Human Say the Same Thing, People Still Feel the Human More
The group surveyed over 3,700 adults in the U.S. Most had seen influencer content, and many had made purchases because of it. Still, nearly one in four didn’t trust what influencers posted. Only 11% expressed the same doubt toward general ads.
Why the difference? Lack of transparency.
When influencers skip disclosure, paid deals, free products, trust takes a hit. Around 70% of those surveyed said they felt misled if a partnership wasn’t clearly explained. And simply tagging posts with #ad or #sponsored didn’t change their minds. More than half said that kind of label made no difference.
Some high-profile cases have raised red flags. A few influencers, including well-known names, were called out by NAD for not making brand ties obvious. After being flagged, those posts were updated to follow the rules. But the growing number of violations suggests bigger problems across the industry.
Honesty matters more than polish. Over 70% of respondents said they value clear, truthful opinions, even if a review isn’t positive. People also lose trust when influencers promote lifestyles that feel fake or unattainable.
Legal action is ramping up, too. In recent months, five class action lawsuits have been filed. The claims center on consumers who bought products based on influencer content and later found out those endorsements were paid. One case involved a fashion brand accused of hiding both sponsorships and higher pricing. Another targeted energy drink posts that lacked clear disclosures.
NAD says it’s working on a certification and training program to help influencers follow better advertising practices. According to survey data, most people think both influencers and brands should be held responsible for transparency.
Influencer marketing is massive, 82.7% of marketers use it, and it’s now valued at $24 billion in the U.S. But its long-term success depends on trust. That means clear, honest communication isn’t just good ethics. It’s essential.
Notes: This post was edited/created using GenAI tools.
Read next:
• New Study Shows How Search Queries Reflect Personal Biases and Limit Exposure to Contrasting Information
• When AI and Human Say the Same Thing, People Still Feel the Human More
