Marks & Clerk's Michael Shaw: Brand reputation in the age of finfluencers and navigating FCA regulations

Regulators stepping in and updating approach

From fitness to fashion and travel to technology, social media influencers have become ubiquitous across every corner of consumer product marketing.

The concept, referring to individuals who establish their credibility on social media through personal reviews of products and services and usually focusing on a niche area, first emerged in the early 2000s. However, the diversification and surge in popularity of social media platforms throughout the last decade has seen the concept skyrocket – and with this meteoric rise, regulators have sometimes struggled to keep pace. 'Finfluencers' face FCA legal action over trading scheme With influencers now occupying new avenues of consumer product marketing such as financial services, wher...