Australian consumers are increasingly sceptical of influencer marketing, with new research showing it is viewed far more negatively than general advertising.

That’s according to a study that found negative sentiment due to concerns about hidden promotions, authenticity, and influencer credibility. The third wave of the Community Sentiment Tracker by Roy Morgan found that 56 per cent of Australians view influencer marketing negatively, 6 per cent positively, and 37 per cent neutrally.

Age was the main dividing factor, with negative sentiment more than doubling from 18-24-year-olds to those 65 and over. Younger Australian consumers were more likely to buy after seeing influencer promotions, at 28 per cent compared to 13 per cent overall.

Nearly one-third of Australians encounter influencer marketing several times daily, yet only 61 per cent reported thoroughly ‘understanding’ the term. Fifty-three per cent feel confident identifying paid promotions, while 29 per cent have little or no confidence.

A lack of clarity raises concerns about disclosure, with most Australians wanting influencers to clearly indicate when content is advertising. Seventy-nine to eighty-four per cent said undisclosed content would harm their perception of the brand or influencer.

More broadly, distrust in advertising has risen to 41 per cent, while positive sentiment has fallen from 17 to 13 per cent. Only 14 per cent believe advertisers have the community’s best interests at heart, while 29 per cent cite commercial motives as the main reason for distrust.