A breach of the CPRs is against the law. The Competition and Markets Authority and Trading Standards Services have powers to investigate and take legal action against those who breach the CPRs.
The Advertising Standards Authority (ASA) enforces the CAP Code and has a range of powers to sanction those who do not comply. Brands can be added to the ASA’s non-compliance online advertiser’s page, alerting consumers of which brands have failed to comply.
Non-compliance by the influencer, therefore, carries the risk of negative publicity for a brand, given that the ASA has the power to publish any unfavourable finding it makes.