Copyright standard
Traders at Borough Market have hit out at the crackdown on influencers, arguing that social media is good for business. It comes after popular Instagram account Bite Twice was kicked out of the market while reviewing a viral pudding, to which the market explained it requires social media influencers to apply for permission before filming content. Borough Market has long been a cornerstone of London tourism, attracting a whopping 21.5 million visitors a year and regularly being named as an unmissable stop in travel guides. In recent years, as food and lifestyle vloggers increase in popularity, market sellers have seen visitor numbers boom, leaving some concerned with the market’s ability to withstand the increased media attention and hold onto its traditional roots. The decision has been met with a mixed reception from traders, with some applauding the clampdown on influencers taking over the historic market. Dominic, 30, who manages Northfield Farm - a butcher which has traded at the market since the 1990s - points out that this has always been policy. He said: “People have always needed permission to come into Borough Market and film. “People will get away with it just coming in with their iPhone. But it’s always been the rule that if someone’s coming in with professional recording equipment, they need permission from the market to do so.” For Dominic, the most important thing is for influencers to think about giving back to vendors, many of who have been running their businesses for 30 years and would value the advertising. He explains: “A lot of people just come here to extract from the market. If there’s people that are genuinely coming here to buy produce, contribute and interact with traders then great. If it’s a transactional relationship, I’m perfectly happy about it.” He adds: “But if it’s people using Borough Market to just monetise themselves without promoting the traders, then I don’t think it should be allowed.” Many vendors were apprehensive about speaking up about the decision from the market, amidst fear of reprisals. Other traders have raised concerns about the businesses that rely on social media to get the word out. Daniel, 23, who also works at the market, argues that influencers visiting Borough Market can help small businesses grow. He says: “I believe that for this specific market, influencers filming becomes somewhat necessary to attract a lot of attention to it. Although it can really hinder the smaller vendors who are not able to keep up with the social media presence. “I think influencers are annoying, but if they’re respectful, let them come.” Influencers don’t bother all vendors, like Harry, who works at Furness Oyster Bar. He explains: “I think if you wanna film, then film. You’re getting us out there as well. When you film and it gets lots of viewers, it’s better for the business, your account, and us.” While Harry acknowledges not all sellers share his opinion, he says he personally enjoys the attention brought in by influencers filming. “I don’t mind them,” he says. “I get involved, it gets me out there as well.” Thanks to TikTok, the 27-year-old himself was the centre of a media storm when a video of him shucking oysters blew up and gained 12.6 million views. The video saw the market seller inundated with compliments from new fans, such as “I need to visit London” and “guess I’m catching a flight lol” “Someone posted me on TikTok when I was on the oysters and I got famous for it,” he recalls. “It popped off and now I’m known as Oyster Man. It was great for me.” A spokesperson for Borough Market said: “We value the role that food reviewers play in showcasing Borough Market and its traders. “Our filming policy is designed to ensure that activity doesn’t cause disruption to stallholders or visitors and our security team is trained to ask for the relevant permission from anyone filming in the market.” They added: “Our number one priority is to ensure that visitors are comfortable and at times we do need to alleviate the congestion which can happen around particularly popular sites within our market. This occasionally means we ask food reviewers to stop filming if they are causing congestion or haven't got the relevant permission.” The spokesperson said the market is in the process of reviewing its policy and that “there is definitely no ban.”
