Influencer marketing has exploded in recent years, but new research suggests that audiences are growing weary of the same old content. According to a study by Bazaarvoice, nearly half (49%) of consumers want stricter regulations on sponsored influencer posts, while 47% admit they’re fatigued by repetitive content on platforms like Instagram.

The survey, conducted by Morar Research, polled 4,000 consumers across the UK, Germany, and France, revealing growing frustration with influencer marketing. Key concerns include:

• Lack of transparency – Many respondents feel misled by unclear ad disclosures.
• Declining quality – 23% believe influencer content is suffering as brands push for more frequent posts.
• Exploitation of audiences – A staggering 62% think influencer content takes advantage of impressionable viewers.
• Unrealistic portrayals – 55% say posts are «too materialistic,» while 54% argue they misrepresent real life.

Regulators are under pressure to act. In the UK, the Advertising Standards Authority (ASA) is reviewing whether hashtags like #spon, #ad, and #sp are clear enough. ASA chief Guy Parker has stated that consumers «shouldn’t have to play detective» to identify ads.

Recent enforcement actions, like the ban on Louise Thompson’s undisclosed Instagram ad, show that regulators are cracking down—but is it enough?

What do you think? Should influencer ads face stricter rules? Or is it up to consumers to scroll past content they don’t like? Let us know in the comments!

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