South Africa, July 4 -- Influencer posts that include hashtags like "#ad" or "#sponsored" offer a clear indication that the content is part of a commercial arrangement. But what happens when there is no such disclosure and the line between genuine endorsement and brand advertising becomes blurred?

A recent ruling by the Advertising Regulatory Board (ARB), involving online fashion retailer Superbalist and a social media influencer, illustrates the implications of not disclosing a commercial relationship with brands when posting online.

ARB complaint

In this matter, a complaint was lodged with the ARB against an Instagram post in which an influencer showcased and reviewed products as part of a "Superbalist haul". However, there was no in...