Only 25 per cent of Instagram influencers adhere to FTC guidelines

Only 25 per cent of Instagram influencers adhere to FTC guidelines

A study by Inkifi has revealed that only 25 per cent of Instagram influencers disclose endorsements according to FTC rules.

Infiki looked at 800 Instagram accounts across a number of sectors that had recently posted about collaborations with brands.

While 71.5 per cent clearly disclosed a sponsorship or an endorsement, only 25 per cent of those disclosures complied with FTC guidelines.

By the industry

The report revealed that fashion and beauty influencers have the best disclosure across the board. However, while 77 per cent of fashion and beauty Instagram accounts attempted to disclose their deals, only 33 per cent actually did it successfully.

Home and lifestyle accounts came second with 77 per cent disclosure, but only 22 per cent of that adhered fully to FTC guidelines. 

Travel and outdoors ranked third, with 64 per cent of accounts displaying disclosure with only 20 per cent adhering to guidelines as well.

Health and fitness came in last, with 60 per cent of influencers clearly showing an endorsement, but only 16 per cent of those followed the FTC's rules.

Check out our handy article that explains guidelines within influencer marketing. 


Danielle Partis is editor of and former editor of She was named Journalist of the Year at the MCV Women in Games Awards 2019, as well as in the MCV 30 under 30 2020. Prior to Steel Media, she wrote about music and games at Team Rock.


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