Influencer Advertising Standards: Best Practices and Policy Recommendations to Enhance Transparency

This paper examines emerging best practices and policy recommendations for influencer advertising across APEC economies, with a focus on transparency and consumer protection. It highlights regulatory approaches, enforcement challenges, and potential policy interventions to align advertising standards across jurisdictions.

The report identifies key best practices, including the need for clear and conspicuous disclosures, standardized terminology across platforms, and consistent enforcement of advertising guidelines. It recommends that APEC economies adopt evidence-based and technology-neutral regulations to ensure adaptability in a rapidly evolving digital landscape. Additional recommendations include strengthening media literacy initiatives to help consumers critically assess influencer endorsements and exploring the potential for an APEC-wide code of conduct or certification mark system to promote responsible influencer marketing.