Influencers in Ireland face scrutiny over sponsored content

Some influencers are speaking out about the lack of honesty in the online content industry. Bri Burke Carroll, a content creator, says it's difficult to be truthful when many influencers do not label their sponsored posts. She claims that some creators focus solely on profit, creating content that is often misleading. In Ireland, businesses see value in collaborating with influencers. They provide free meals or gifts in exchange for positive reviews. However, many influencers do not clearly label these promotions, which goes against advertising rules. This has led some honest creators, like Burke Carroll, to highlight their integrity, even if it attracts criticism from businesses. Paul Micheau runs an honest food review account with his friend John McGarry. They refuse offers of money for positive reviews, saying they prefer to maintain trust with their followers. Despite frequent offers, they choose independence over profit. Burke Carroll emphasizes that while clear advertising guidelines exist in Ireland, they are not strictly enforced. Many influencers ignore these rules to avoid losing views. She also mentions that those who receive free products often have a bias toward them, and failing to disclose this is misleading. The Advertising Standards Authority of Ireland (ASAI) has reached out to influencers who do not follow the guidelines. Burke Carroll admits that she has never made money from her content and still pays for most of her experiences. She values her honesty, even if it leads to the backlash, particularly from men. Influencers asking for freebies from businesses has become common, leading to frustration among restaurant owners. Shane Windrim, co-owner of a popular pizza shop, notes that while some influencers still request free meals, it has decreased. He expresses concern that this practice can be disrespectful to the hard work of restaurant owners.