Ireland: Adopted Guidance on Influencer Advertising and Marketing

On 27 October 2023, the Irish Competition and Consumer Protection Commission (CCPC) and the Advertising Standards Authority for Ireland (ASAI) published the Guidance on Influencer Advertising and Marketing. The guidelines apply to anyone who promotes or recommends products or services on social media for monetary or non-monetary gain such as online personalities, online streamers, bloggers/vloggers, celebrities, or media personalities. This includes human, virtual, or animal personas. Advertisers are required to label commercial content to comply with the Consumer Protection Act 2007 and the ASAI Code. The guidance also sets out the definition of benefits and the types of content. #Ad is proposed as the primary advertising label, with different labels for different areas.