Data-sharing deal means watchdog can ensure 'greater accountability' on social media

It comes as celebrity chef Donal Skehan was given a compliance notice from the CCPC over what it termed a failure to disclose that products promoted on his Instagram account were done so in a paid capacity, without using labels such as #ad on the content. File photo: Dave Brown/PA

Ireland’s consumer protection watchdog will now be told which social media influencers are breaking advertising rules, after reaching a data-sharing agreement to ensure “greater accountability” online.

The Competition and Consumer Protection Commission (CCPC) and the Advertising Standards Authority (ASA) reached a deal whereby the latter will share the names, social media images and usernames of influencers who repeatedly fail to comply with the rules.