Ms Orla Twomey:

Influencer marketing is a growing area. A disparate range of people is involved. There are rules about disclosure in the ASAI code and consumer protection legislation. Self-regulation and statutory regulation are complementary. I can only answer about when filters are used for advertising. Our remit is advertising. It is not about when someone is just commenting on their own life. If someone is advertising, if filters or tools on the camera are used in a way that is misleading, that is a breach of the code. There was one case where a filter was used to make someone's skin look better. A cosmetic product was involved. That was misleading because the implication was that the cosmetic product had had the effect. It is a key area in the ASAI code which requires advertising to be honest and not to exploit the lack of knowledge or the credulity of consumers and the public.