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Open Mic ASA Technology

Influencer strengthens tech offering with launch of ASA complaint ad-checker


By Michael Feeley, Founder and chief exec

December 12, 2019 | 2 min read

Influencer, the global influencer marketing company, has launched Advert Audit, a tool that will combat confusion surrounding Advertising Standards Authority (ASA) guidelines.

The new Advert Audit tool will enable brands and creators alike to run partnerships in confidence, by revealing if an ad is compliant. The emergence of Influencer’s new technology further positions them as thought leaders within the influencer marketing sphere, following the £3 million injection of Series A funding into the company.

The tool from Influencer will check if content meets ASA ad disclosure requirements, so that clients can ensure they are not breaking paid partnership rules. Following previous high-profile celebrity cases, alongside hundreds of warnings issued by the ASA against social media influencers, Influencer has noticed a need for a clear compliance service.

In the past, the disclosure of paid ads has been a source of confusion for both consumers and creators. In fact, a recent UK poll found that 71% of people didn’t realise there were any rules concerning the use of influencers, with 61% believing influencers don’t have to disclose when they have been paid to promote a product (source: Prizeology).

Influencer’s free-to-use tool seamlessly verifies that posts are ASA compliant; ensuring that it is clear to consumers that an ad is an ad while simultaneously putting creators’ minds at ease. The launch follows the £3 million (± $3.6million) Series A funding that Influencer received in September 2019 from Puma Private Equity.

Influencer’s chief executive, Ben Jeffries, commented: “Influencer is constantly working to combat the issues within the influencer marketing industry, one of which has recently been transparency around paid partnership declaration. By launching Advert Audit, we aim to make ad declaration as easy, and therefore as transparent as possible and, subsequently, to banish these criticisms about influencer marketing for good.”

Influencer’s proprietary technology platform provides global advertisers with access to a network of premium macro and micro creators vetted for authenticity, quality and creativity based on powerful first-party data.

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