South Africa, May 16 -- While there is an increasing urgency to do more than capture attention, marketers, brands, and creators need to earn trust in spaces where campaigns can easily prioritise virality over value.

South Africa's influencer, now content creator, economy is growing rapidly, but so too is public demand for transparency and ethical practices.

Increased complaints

According to the Advertising Regulatory Board (ARB), complaints related to misleading influencer content have steadily increased, particularly where sponsored posts were not disclosed or where exaggerated claims could not be substantiated.

The ARB, in collaboration with the Marketing Association of South Africa and other stakeholders, has reinforced the require...