How to avoid trouble with the updated influencer transparency rules
A recent Advertising Standards Board ruling on an Instagram post is a timely warning for brands using social media influencers, warns DVM lawyers.
Back in February we broke down what the new guidelines from the Australian Association of National Advertisers (AANA) would mean for brands and agencies engaging social media influencers.
The Advertising Standards Board has now given insight into what level of disclosure is expected under Section 2.7 of the AANA Code of Ethics (Code) in its recent determination involving the self-tan and body care manufacturer, ‘Eco Tan’.
Section 2.7 of the Code requires that advertising or marketing communications must be clearly distinguishable as such to the relevant audience.
The determination addressed a complaint that an Instagram post from Kat Risteska, an influencer with over 14,000 followers, did not distinguish itself as an advertising or marketing communication by using #ad or similar.
