Is this an ad? How influencers disclose paid content after a change in the law

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methaodos.revista de ciencias sociales. Vol. 11 Núm. 2 (2023)
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Publicado: Out 30, 2023
DOI: https://doi.org/10.17502/mrcs.v11i2.731
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Lidia Gil-Muñana
Universitat Pompeu Fabra
Carolina Sáez-Linero
Universitat Pompeu Fabra

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As of July 2022, the Spanish government explicitly requires influencers to disclose commercial content. However, there is no standardised model for this. This study, therefore, analyses how influencers disclose paid content and whether any significant changes came into being after the law came into force. For this purpose, a content analysis was conducted on 903 Instagram publications with brand mentions from 40 Spanish influencers. The results demonstrate that posts without any disclosure tag decreased by 25.12% following the law's implementation. Within this context, there is an observed 23.04% increase in the use of adwords (ADW) within the text and a slight increase (2.08%) in the exclusive use of Instagram's integrated paid partnership label (PPL). Despite previous studies having demonstrated that PPL is the most effective means of identifying persuasive communication, it is confirmed that its usage remains in the minority (7.19%). Likewise, most ADWs are located at the end of the caption (86.86%), remaining hidden at first sight for mobile users. Furthermore, it is observed that clear identification of commercial content by influencers is rewarded with higher organic engagement.

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Gil-Muñana, L., & Sáez-Linero, C. (2023). Is this an ad? How influencers disclose paid content after a change in the law. methaodos.Revista De Ciências Sociais, 11(2), m231102a16. https://doi.org/10.17502/mrcs.v11i2.731
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v. 11 n. 2 (2023)
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Este trabalho encontra-se publicado com a Creative Commons Atribuição-NãoComercial 4.0.

Biografias Autor

Lidia Gil-Muñana, Universitat Pompeu Fabra

University Lecturer at the Faculty of Communication at the Universitat Pompeu Fabra and has a master’s degree in Contemporary Art, Literature and Culture in Barcelona. She teaches courses related to advertising and art direction at several universities. She has been a Creative and Strategic Director for more than twenty years and currently, she is pursuing her PhD in Communication at the Pompeu Fabra University in Barcelona. Her lines of research focus on examining the relationship established between sexualized imagery on social media, engagement, and the post-feminist discourses that underpin it.

Carolina Sáez-Linero, Universitat Pompeu Fabra

Master's degree in Communication Research and is currently pursuing her doctorate in Communication at Pompeu Fabra University in Barcelona. Her research interests span the responsibility and ethics of digital advertising, particularly exploring the potential dangers of personalised and behavioural advertising on social media platforms, with a particular interest in social inequality. With over a decade of marketing experience, she now combines her practical knowledge with teaching, focusing on consumer behaviour and the ethical considerations surrounding data-driven advertising.

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