Social media influencers are going to be monitored by artificial intelligence to make sure they're following advertising rules.
New research shows influencers being inauthentic, photoshopping, and misrepresenting real life, are the top things that annoy followers the most.
One in ten people have trust in what influencers post, while over 62% believe they post too much sponsored content.
Orla Twomey, from the ASAI explains how the new rules will work:
''We will be able to identify whether or not influencers and the brands they are disclosing correctly.. if they're not we will engage with them and try and bring them into compliance with the code.
She added: ''If that doesn't working we will be doin a formal investigation where they will be named and shamed as not disclosing properly and and abusing the trust their followers have them in them.''
Ms Twomey also said consumers are confused about the various hashtags used to label commercial content.
"There are some many different types of relationships that brands and influencers can have," she said.
"We know that there's some confusion about what hashtags mean. For example, only 55% of consumers recognised #ad, and 69% didn't recognise #sp. For us it's about taking this information [and] deciding what is the clearest way to identify.
"I think from the perspective of what we understand outside social media, we know what an ad is - so that is one of the words probably we'll promote to be used.
"I think once we get that level of consumer awareness, and influencers [are] always using the same type of words, then I think that will go a lot of the way to fix the problem," she added.
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