Audiences doubt creators' transparency on brand deals

2026-11-10

US adults are skeptical about influencers' transparency regarding paid promotions, with only one quarter believing that influencers consistently disclose brand deals, according to a survey by Morning Consult. This skepticism is more pronounced among older generations, with 53% of boomers believing that influencers rarely or never clearly disclose paid deals, compared with 21% of Generation Z. This trust gap poses a challenge for the creator economy, which relies on audience trust to attract marketing spending.

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