While influencer marketing has been around for decades, its prevalence in the brand marketing mix has reached unprecedented heights.  Advertisers increasingly believe that word of mouth and consumer endorsements drive sales and increase profits at a fraction of the cost of traditional media.   With the success of influencer marketing, however, has come risk, particularly from government oversight.  The UK is leading the regulatory intervention and we can expect other marketplace overseers to follow suit, including the U.S. where regulators have been relatively lax.  An article by my colleagues, Nick Breen and Heather Stewart in [Talking Influence] provides an excellent overview of the activities in the UK and what we can expect in other jurisdictions.