The latest Ad Standards Community Sentiment Tracking Research, conducted by Roy Morgan, has highlighted just how prevalent influencer marketing has become among Australian brands and businesses. The survey was conducted online with a cross-section of 1,006 Australians aged 18 or older between May and June 2026.
Among the key findings was that 83 per cent of consumers describe themselves as familiar with the marketing strategy, while 57 per cent say they encounter examples every single day. Roy Morgan CEO Michele Levine said the survey revealed the central role of transparency and disclosure in marketing.
“Consumers value authenticity and expect influencers to be upfront about commercial arrangements with brands,” Levine said.
“Transparency not only helps audiences make informed decisions but also builds the trust that is essential to long-term engagement.”
The research found that 84 per cent of consumers believe it’s important for influencers to clearly disclose when their content is advertising. Around three-quarters said disclosure would have a neutral or positive impact on their perception of a brand or influencer, while four-in-five said failing to disclose a paid promotion would negatively affect their perception.
Furthermore, 52 per cent of participants expressed concern about children being exposed to influencer promotions that may not be appropriate for them.
Other concerns included influencers promoting products they do not genuinely use (60 per cent), intentionally disguised paid promotions (59 per cent), and content that is not easily identified as paid advertising (52 per cent).
More reading
$1.2 Billion: Australian businesses face greenwashing regulatory scrutiny
Ghost stores scammers come for Tasmania's retail market
Lab-created diamond jewellery marketing ruled misleading
Impulse buying persists even as household budgets tighten
Industry Hijacked: Who gave Pandora the right to rewrite?