A social media influencer specialist’s expertise had helped shape a UK Parliamentary report.

Dr Hayley Cocker, a Senior Lecturer in the Department of Marketing in Lancaster University Management School, has researched influencers and, specifically, how they can upset and alienate their followers through commercial partnerships.

Dr Cocker, along with colleagues Dr Rebecca Mardon and Professor Kate Daunt, of Cardiff University, submitted written evidence to the House of Commons Digital, Culture, Media and Sport (DCMS) Committee. Their written evidence is cited in the DCMS committee’s report Influencer culture: Lights, camera, inaction?

The report examines the rapidly expanding influencer culture. Influencers use social media to build online communities of followers, and can use this space to promote brands and products.

The committee found an area afforded little consideration by the UK Government, and one where advertising regulation has failed to keep pace with its expansion. They conclude the need to urgently update the enforcement powers of the Competition and Markets Authority and Advertising Standards Authority to protect consumers.

The report highlights the lack of protection for children both as consumers of influencer content and as influencers themselves as an area of particular concern, and cites Dr Cocker and colleagues, saying: “To address this vulnerability children therefore require enhanced advertising disclosure that meets their specific needs. This requirement is not being sufficiently addressed by UK advertising regulations.”

The report concludes: “Influencer content is popular among children, but advertisement regulations do not appropriately consider their developing digital literacy.

“Additionally, child labour protections do not encompass user generated content and, as such, child influencers may be at risk of exploitation. It is vital that the Government address these regulatory gaps with tailored legislation to ensure that the online environment and the opportunities it presents remain safe and accessible for children.”

The full report, Influencer culture: Lights, camera, inaction? Can be found here: https://committees.parliament.uk/publications/22107/documents/164150/default/