State of Transparency in Influencer Marketing in the United Arab Emirates – Market Study by Vinelab

We are pleased to partner with ABG and Mediaquest on encouraging transparency within the influencer marketing practice.

Given the way Instagram has grown to become one of the most popular platforms for influencer marketing since the start of 2020, this study focused on this platform exclusively, as a starting point to understand current market dynamics.

Out of the total sample of potentially sponsored posts collected and studied, the majority was assessed as largely undisclosed: only 18.2% appeared correctly labeled, 14.9% could be improved, while a jarring 66.9% of the posts did not effectively and transparently disclose sponsorship.

The top 3 of the most transparent industries include baby products, food & beverages, and sports & outdoors; and industries including fashion, tech automotive, and beauty & cosmetics are observed as the least transparent in the United Arab Emirates.

While not surprising, the findings provide insights into various industries and influencers lacking transparency.

The disclosure of paid brands and influencers collaborations is the starting point for the adoption of best practices in the industry. Awareness can help pave the way for the adoption of higher standards of disclosure.