The Advertising Standards Authority (ASA) has signed a data-sharing agreement with the Competition and Consumer Protection Commission (CCPC), allowing the two regulatory bodies to collaborate more closely in policing influencer marketing and social media advertising.
Under the agreement, the ASA can now provide the CCPC with details of influencers who repeatedly fail to comply with advertising rules. This includes names, usernames, and social media images, which will be used to strengthen oversight and hold offenders accountable.
The ASA described the arrangement as “a significant step in enhancing regulatory oversight and ensuring greater accountability of influencer advertising across social media platforms.” The CCPC welcomed the development, saying the partnership would help safeguard consumers. “The agreement allows the ASA to share reports from the public and will support us in protecting consumers when it comes to social media advertising,” the commission said.
The move comes amid growing concerns about transparency in online promotions. In 2023, new guidelines for influencers and social media advertisers were introduced, requiring commercial posts to be clearly labelled. These rules mandate the use of disclosures such as #ad on paid or sponsored content, ensuring compliance with both the ASA’s code and the Consumer Protection Act.
The ASA, which serves as the independent self-regulatory body for advertising in Ireland, has the authority to request amendments or removal of posts found to be in breach of its code. Meanwhile, the CCPC has stronger enforcement powers, including the ability to issue compliance warnings, fixed payment notices, and prohibition orders. In serious cases, it can prosecute those who persistently ignore the rules.
Industry observers say the agreement is an important step toward addressing widespread criticism that influencer marketing often blurs the lines between authentic content and paid promotion. Research in recent years has suggested that many consumers struggle to identify sponsored posts, particularly when disclosures are missing or unclear.
By allowing the ASA and CCPC to pool resources, regulators hope to close enforcement gaps and deter non-compliant influencers from flouting the rules. The partnership is also expected to encourage greater consumer trust in the rapidly expanding influencer marketing industry, which has become a cornerstone of brand promotion in Ireland and beyond.
The ASA has said it will continue to monitor influencer activity closely and will prioritise cases involving repeated or serious breaches. The CCPC has also pledged to act decisively where evidence of consumer harm arises.
Both organisations stress that the responsibility ultimately lies with influencers and advertisers to ensure transparency in their online content. With stronger oversight now in place, industry insiders say the message is clear: those who ignore advertising standards risk not only reputational damage but also formal enforcement action.
