New INFORMS journal Marketing Science Article Key Takeaways:
- Over 95% of sponsored influencer posts on Twitter were not disclosed.
- Influencer sponsorship arrangements with younger brands are less likely to be disclosed.
- A large number of consumers can't detect the sponsorship arrangement without disclosure.
- The consumer-protection regulatory environment around undisclosed sponsorships has lagged behind.
BALTIMORE, MD, April 3, 2025 – New research in the peer-reviewed journal Marketing Science has found that 95% of influencer posts on Twitter (now X), which are sponsored, are not disclosed.
The peer-reviewed article, "How Much Influencer Marketing Is Undisclosed?," has been published in the INFORMS journal Marketing Science. The authors of the study are Daniel Ershov from University College London and the Center for Economic Policy Research in London; Yanting He from Imperial College London; and Stephan Seiler from the Center for Economic Policy Research and Imperial College London.
The researchers further found that when compared with posts that disclose a sponsorship arrangement, undisclosed posts tend to be associated with young "brands" with a large social media following.
"Our study fundings highlight a potential need for further regulatory scrutiny," says He.
What is Influencer Marketing?
Influencer marketing is an emergent means to reach the consuming public through alternative channels to traditional advertising, such as broadcast and print media. Influencer marketing leverages private individuals to promote brands, products or services, in which those individuals are compensated for their endorsements. Typically, "influencers" are selected on the basis of their large social media followings and/or celebrity status.
"Because consumers might find it difficult to distinguish paid influencer posts from genuinely organic content, regulators in many countries now require any paid content to be disclosed," says Ershov. "But because of the novelty associated with influencer marketing, the evolving regulatory framework has not caught up."
About This Study
