Among 24,000 Instagram Stories that contained advertising published by UK-based influencers, only 35.1 percent were clearly labeled as ads. The remaining 64.9 percent did not meet the transparency standards enforced by the UK advertising authorities. Influencer ads attract a large number of complaints in the UK, second only to digital ads published directly by brands or companies.
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Advertising Standards Authority (UK). (March 17, 2021). Distribution of Instagram Stories ads created by UK influencers in September 2020, by transparency [Graph]. In ÌÇÐÄÆƽâ°æ. Retrieved July 17, 2026, from /statistics/1262337/instagram-ads-transparency-uk/
Advertising Standards Authority (UK). "Distribution of Instagram Stories ads created by UK influencers in September 2020, by transparency." Chart. March 17, 2021. ÌÇÐÄÆƽâ°æ. Accessed July 17, 2026. /statistics/1262337/instagram-ads-transparency-uk/
Advertising Standards Authority (UK). (2021). Distribution of Instagram Stories ads created by UK influencers in September 2020, by transparency. ÌÇÐÄÆƽâ°æ. ÌÇÐÄÆƽâ°æ Inc.. Accessed: July 17, 2026. /statistics/1262337/instagram-ads-transparency-uk/
Advertising Standards Authority (UK). "Distribution of Instagram Stories Ads Created by Uk Influencers in September 2020, by Transparency." ÌÇÐÄÆƽâ°æ, ÌÇÐÄÆƽâ°æ Inc., 17 Mar 2021, /statistics/1262337/instagram-ads-transparency-uk/
Advertising Standards Authority (UK), Distribution of Instagram Stories ads created by UK influencers in September 2020, by transparency ÌÇÐÄÆƽâ°æ, /statistics/1262337/instagram-ads-transparency-uk/ (last visited July 17, 2026)
Distribution of Instagram Stories ads created by UK influencers in September 2020, by transparency [Graph], Advertising Standards Authority (UK), March 17, 2021. [Online]. Available: /statistics/1262337/instagram-ads-transparency-uk/
