B&TB&TB&T
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Search
Trending topics:
  • Cairns Crocodiles
  • Nine
  • Seven
  • Federal Election
  • Pinterest
  • AFL
  • Anthony Albanese
  • NRL
  • WPP
  • AI
  • Thinkerbell
  • State of Origin
  • EssenceMediaCom
  • Spotlight on Sponsors
  • Channel 10
  • Meta
  • B&T Women in Media
  • TV Ratings
  • Radio Ratings
  • Sports Marketing

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
Reading: Australian Influencers Still Failing To Disclose #Ads Despite AANA’s Crackdown
Share
B&TB&T
Subscribe
Search
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Follow US
  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
B&T > Technology > Australian Influencers Still Failing To Disclose #Ads Despite AANA’s Crackdown
Technology

Australian Influencers Still Failing To Disclose #Ads Despite AANA’s Crackdown

Staff Writers
Published on: 11th May 2021 at 11:31 AM
Staff Writers
Share
3 Min Read
SHARE

AI-powered analytics platform HypeAuditor has revealed some of Australia’s most active brands on social media are failing to abide by the AANA’s new rules around disclosure.

Introduced in February of this year, the AANA’s new code of ethics requires influencers clearly disclose a paid partnership with a brand using #ad, #sponsored or another clear marker.

“Where an influencer or affiliate accepts payment of money or free products or services from a brand in exchange for them to promote that brand’s products or services, the relationship must be clear, obvious and upfront to the audience and expressed in a way that is easily understood,” the AANA says.

It also clearly states that “merely mentioning the brand name may not be sufficient to clearly distinguish the post as advertising”.

However, the data from HypeAuditor suggests that many brands and influencers are using brand mentions rather than #ad to indicate a paid partnership.

HypeAuditor compiled posts from the top five Australian brands with the most mentions from influencers in the last 30 days.

These five brands generated a total of 546 mentions from 400 Aussie influencers, according to the data. Despite 163 of these posts appearing to be sponsored, just 13 (7.9 per cent) had #ad or #sponsored.

“Our analysis indicates that disclosure of ads for Australian influencers is so far the exception rather than the rule,” said HypeAuditor CEO and co-founder Alex Frolov.

Frolov pointed to the recent instances of former Bachelor winner Anna Heinrich and influencer Rozalia being found to have breached the AANA’s code of ethics.

In both of these cases, the influencer was reprimanded for failing to disclose the partnership.

However, Frolov suggested the responsibility should lie with the brand when it comes to abiding by the rules.

“It seems that influencers are the ones in the firing line when it comes to breaching of the code, however, the onus should not just be on influencers to do the right thing. More needs to be done by brands to make sure they are aligning with codes and regulation around advertising for the protection of the consumers,” Frolov said.

Join more than 30,000 advertising industry experts
Get all the latest advertising and media news direct to your inbox from B&T.

No related posts.

TAGGED: influencers
Share
Staff Writers
By Staff Writers
Follow:
Staff Writers represent B&T's team of award-winning reporters. Here, you'll find articles crafted with industry experience spanning over 50 years. Our team of specialists brings together a wealth of knowledge and a commitment to delivering insightful, topical, and breaking news. With a deep understanding of advertising and media, our Staff Writers are dedicated to providing industry-leading analysis and reporting, both shaping the conversation and setting the benchmark for excellence.

Latest News

TV Ratings (17/06/2025): 1.5 Million Tuned In For Finale As Farmer Corey Chose His Wife
18/06/2025
The Future Belongs To The Bold
18/06/2025
UK Broadcasters Unite To Launch Single Advertising Marketplace For SMEs
18/06/2025
Accused Mushroom Killer Fuels Record Listener Surge For ABC Podcasts
18/06/2025
//

B&T is Australia’s leading news publication magazine for the advertising, marketing, media and PR industries.

 

B&T is owned by parent company The Misfits Media Company Pty Ltd.

About B&T

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise

Top Categories

  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Opinion
  • Technology
  • TV Ratings

Sign Up for Our Newsletter



B&TB&T
Follow US
© 2025 B&T. The Misfits Media Company Pty Ltd. All Rights Reserved.
Welcome Back!

Sign in to your account

Register Lost your password?