Influencer marketing fraud – how big a problem is it?

Unilever used the global pull of Cannes Lions to draw attention to the problem of fraud in influencer marketing. The advertiser duly made headlines, leading others to reveal that not only it is on the agenda but that they have been quietly working on their own solutions. So, just how big a problem is it?
Unilever's chief marketing officer Keith Weed called for “urgent action” to clean up the influencer marketing ecosystem, immediately committing to stop working with any influencer fo