How many influencers consistently disclose advertising?

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Part of: Creator marketing
20% of checked influencers consistently disclosed that commercial content was advertising FOD Economie / ICPEN-controle, 2026

Only 20% of the influencers checked consistently disclosed when content contained advertising. More than 90% did publish commercial content. The gap shows why ad disclosure should be a fixed programme rule, not an optional tip.

In Belgium, receiving any benefit can make content advertising: money, a free product, a discount, tickets, a loan or commission. The disclosure must be immediately recognisable, use the same language as the post, and be clearer than ‘collab’, ‘partner’ or ‘ambassador’ alone.

Sunday Squad therefore includes ad disclosure in both the brief and agreement and checks it at delivery. The creator remains responsible for their publication, but a brand or programme manager should not approve unclear content.

The figure comes from a 2026 international ICPEN enforcement sweep coordinated by the Belgian Economic Inspectorate: twenty consumer authorities conducted 228 checks. It is an enforcement sample, not a representative market survey.

Sources

  1. Belgian FPS Economy — Influencers and AI: advertising still too rarely disclosed (2026)

Also searched for

  • how should influencers disclose ads
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  • influencer ad label Belgium

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