Asia-PacificEconomic Cooperation (APEC) Committee on Trade and Investment. (2025).

APEC.

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This policy paper reviews influencer advertising across APEC economies, focusing on transparency, consumer protection, and regulatory consistency. It notes that influencer marketing has grown into a USD 32.55 billion global industry by 2025, driven by authenticity and parasocial engagement, but transparency concerns—such as undisclosed sponsorships—pose risks for consumers.

The report surveys regulatory approaches across member economies, revealing wide variation. Some countries enforce strict disclosure requirements, while others rely on self-regulation with limited oversight. Best practices identified include clear and conspicuous disclosures, standardized terminology, consistent cross-platform enforcement, and explicit identification of material connections between influencers and brands.

Policy recommendations include adopting evidence-based, technology-neutral regulations that remain adaptable to emerging platforms, strengthening media literacy to help consumers critically assess endorsements, and exploring an APEC-wide code of conduct. A certification mark system is also proposed to signal compliance and foster consumer trust.

The report also situates influencer marketing within the broader “creator economy,” acknowledging that influencers now operate as entrepreneurs across multiple revenue streams. While authenticity drives effectiveness, the paper warns that it has become commodified, complicating regulatory oversight. International cooperation is seen as critical to address deceptive advertising, promote fair competition, and support consumer trust.

Overall, the paper provides a governance framework balancing innovation in influencer marketing with safeguards against misleading practices. It is especially relevant for policymakers seeking cross-border harmonization of digital advertising standards.