Borough Market Tightens Rules on Influencers Amid Social Media Buzz
Borough Market in London is making waves, and not just for its food. The iconic market, long celebrated as a must-visit destination for tourists and food lovers alike, is now clamping down on social media influencers after a spate of online incidents. The move comes in response to growing concerns that content creators, while promoting the market, are sometimes disrupting the daily flow of business and causing congestion around the stalls.
Recently, a popular Instagram influencer from the account Bite Twice was asked to leave while reviewing a viral pudding, highlighting the market’s updated policy. Borough Market has clarified that there is no outright ban on filming; instead, influencers are now required to obtain written permission if they wish to record content on-site. The aim, according to a spokesperson, is to prevent disruption to both traders and visitors, ensuring the market remains accessible and enjoyable for everyone.
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The reaction among traders has been mixed. Some, like Dominic, who manages Northfield Farm, a butcher with a long history at the market, see the move as a return to longstanding rules. He explains that professional filming has always required approval, and while casual visitors snapping pictures with their phones are generally fine, large-scale recordings need permission. Dominic emphasizes that influencers should contribute meaningfully to the market rather than simply using it to monetize their own platforms. “If it’s people using Borough Market to just monetise themselves without promoting the traders, then I don’t think it should be allowed,” he says.
Other vendors see the value in social media exposure. Daniel, another market worker, believes that influencers can bring significant attention to the market, helping smaller businesses grow. Similarly, Harry from Furness Oyster Bar has personally benefited from viral content, having gained widespread recognition after a TikTok video of him shucking oysters went viral, earning him millions of views. For him, social media is a tool that not only boosts his own profile but also shines a spotlight on the market itself.
Borough Market remains a cornerstone of London tourism, attracting over 21 million visitors annually. With the rise of food and lifestyle vloggers, visitor numbers have surged, bringing both opportunities and challenges. The market’s spokesperson stressed that the filming policy is designed to ensure a balance—protecting the experience of visitors and the livelihoods of long-standing traders while allowing promotional content to continue responsibly.
In short, Borough Market is walking a fine line between embracing modern social media trends and preserving its traditional charm. Influencers are welcome, but only if they respect the market’s rules and the traders who have made it a world-famous destination. It’s a reminder that even in the age of TikTok and Instagram, some boundaries are worth maintaining.
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