MPs have launched an inquiry into influencer culture on social media to look at concerns around the perceived lack of transparency around their adverts and promotions online.

The Digital, Culture, Media and Sport (DCMS) Committee will look at how influencing operates, while considering the absence of laws around the way in which personalities advertise products and services.

A report by the Competitions and Markets Authority (CMA) was highlighted by the committee, which found that more than three-quarters of influencers had “buried” disclosures about payments in their posts.

What is the impact of influencer culture?

Our new #InfluencersInquiry will look at the role that influencers play in marketing and promotion, media and popular culture, and issue-based campaigning.

Tell us your thoughts by Friday 7 May: https://t.co/zOAdeWPnwM@julianknight15 pic.twitter.com/jIxrKXkfxh

Another study by the Advertising Standards Agency (ASA) from earlier in the month which had watched the accounts of more than 100 UK-based influencers, discovered that compliance with advertising rules was “unacceptably low”.

The DCMS Committee says it hopes to weigh up the impact of influencers on the wider media and popular culture, as well as assess the positive role they play on things like raising awareness on key subjects.

“Influencers wield a growing power over people’s lives. We want to find out how influencer culture operates and what impact it has,” committee chairman Julian Knight said.

“There’s concern that while influencers are useful to advertisers in reaching the right markets on social media, there is a lack of transparency around the promotion of products or services.

“We’ll be looking at whether there’s a need for tighter regulation in this area and what form that might take.”

The committee has asked for written submissions from various stakeholders before the 7 May, to look at how influencing should be defined, how it has impacted popular culture and tech companies encourage or disrupt their activities.

Related posts:

Hank Azaria apologises for upholding ‘structural racism’ by voicing Apu in The Simpsons ‘I was an attention-seeking troll’: Chrissy Teigen apologises for online bullying Harry compares royal life to mix of ‘The Truman Show and being in a zoo’ in new interview Banksy confirms he was behind ‘Spraycation’ street art that began appearing last week Johnny Depp speaks of Hollywood ‘boycott’ after losing ‘wife beater’ libel trial R Kelly was recorded threatening and assaulting victim, prosecution claims Grime star Bugzy Malone cleared after attacking men he thought had tried to break into his home Interview With The Vampire author Anne Rice dies aged 80 Former wrestling star dies aged 39 just weeks after amputation of legs ‘Our lives will never be the same’: Comedian Jethro dies after contracting COVID-19 Small music venues facing ‘permanent closure’ after ‘catastrophic’ drop in numbers David Baddiel announces death of his father, saying he will leave a ‘huge hole in my sky’