Almost a quarter of Irish consumers felt 'misled' after purchasing influencer-promoted products 

Some 90% of Irish consumers said they don’t trust information provided by influencers – but we do trust the influencers we follow

Some 66% of us have purchased a product as a direct result of an influencer mentioning it Picture: iStock

Almost half of Irish influencer advertising content is not labelled as advertising ‘in any way,’ a new report from the Competition and Consumer Protection Commission (CCPC) has found.

A further 35% of Irish influencer advertising content was labelled in a way that had clarity issues (abbreviations and custom tags) or visibility issues (position, size, colour), with poor levels of labelling relating to influencers’ marketing of their own brands of particular concern.