Influencer
How Brands Choose Influencers: What Marketers Weigh Beyond Follower Counts
Follower numbers are only a starting point. A guide to the factors brands weigh when choosing creators, and how platform matching tools fit into the process.
The Digest / Sections
Influencer.
Influencer culture and influencer marketing: who has influence, how brands work with creators and what makes a partnership credible.
Cover story
How the ASA Handles Complaints About Ads, Including Influencer Posts
Who can complain, how a complaint is assessed, what a formal investigation involves and what happens after a ruling: the Advertising Standards Authority's own process, explained in plain English.
More from Influencer
Influencer
What "#ad" Means: Influencer Disclosure Rules in the UK, US and EU
When must an influencer label a post as an ad, and how? A guide to UK, US and EU disclosure guidance, checked against the regulators' own pages on 12 October 2026.
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