How to stay out of trouble with the new influencer transparency rules
Next month the Australian Association of National Advertisers will amend its Advertiser Code of Ethics and require social influencers to be more transparent about sponsored posts and commercial connections. Here, adland lawyer Stephen von Muenster explains how agencies can ensure their brands and influencers aren’t penalised.
It is evident from a casual gaze through social pages or comms industry commentary that brands are increasingly turning to ‘social influencers’ to promote their products through online social channels, with the intent of influencing consumer purchasing decisions in favour of their products.
Indeed, some commentators have even described social influencers as our ‘future media owners’.
The new AANA provisions are effective from March 1
The recent announcement by the AANA that the Advertiser Code of Ethics will be amended to incorporate a new obligation for advertising to be ‘clearly distinguishable’ as such has generated much excitement in communications agencies and the brands they represent on the one hand and the influencer community on the other.
Very helpful and comprehensive piece Stephen, thank you. These new rules will have little to no impact on influencers who have always followed best-practice disclosure, and hopefully will encourage all influencers to follow suit.
Did I just read 1000+ words to get: “disclose and label your posts – this transparency and authenticity represents best practice”