Social media influencers are to be targeted with artificial intelligence tools to see if they're being honest about the content they're posting.
The Advertising Standards Authority for Ireland (ASAI) is employing the use of AI to ensure influencers don't break advertising rules.
They want to see if people with a large social media presence are declaring when they're being paid for posting about products.
New ASAI research shows only one in ten people trust what influencers post, while over 62% believe they post too much sponsored content.
The study also revealed influencers being inauthentic, photoshopping, and misrepresenting real life are the top things that annoy followers the most.
Orla Twomey, Chief Executive of the ASAI, says followers can be left confused.
"If there's any commercial relationship where the brand is providing money or goods or services free of charge, and the influencer has to post certain types of content, well then that's an advertisement.
!Regardless of the media that you're using, it's an advertisement. Or if an influencer is promoting their own products or services, then that also is an ad".