Analysis of Brand Prescription and the Identification of its Advertising Nature by Television Faces on Instagram

Despite its expansion, the Internet continues to be a medium that receives low legisla-tive attention, in which professional practice is ahead of the regulatory standard. Social networks, in general, and Instagram, in particular, are used as a channel in which to mone-tize the prescribing power of relevant people in the digital field by taking advantage of these legal loopholes. The methodology is based on the content analysis of the 498 posts with the presence of brands published on Instagram in November and December 2021 by one hundred television faces in Spain in order to know if they indicate their adverti-sing nature. The results show that, despite having a high number of followers, according to the engagement rate not all television faces can be considered influencers. 86.7 % of posts with brands references do not show their advertising nature, while those that do comply with the deontological regulation do so through various formulas. The advertising prescription on Instagram by television faces is carried out in a poorly structured way and without too much homogeneity, evidencing the lack of professionalization and the need for standardization in terms of identifying the advertising nature of the messages.