When alcohol brands are under the influence(rs)
Alcohol brands came under fire last month when influencers failed to disclose brand partnerships. But, according to Tribe’s Sammy Major, there are a few ways to launch an influencer campaign that plays by the rules and benefits brands, influencers and consumers.
Last month, alcohol brands were slammed by VicHealth for “employing tactics straight out of Big Tobacco” by using influencers to promote their products. Many had tagged alcohol brands in posts without clearly disclosing brand partnerships.
But, once again, the poor and irresponsible actions of a few are attempting to tarnish an entire industry. And the rules around alcohol advertising and disclosing sponsored content are, in fact, more stringent than they ever have been.
I’ll be the first to admit that, as an evolving industry, influencer marketing regulations are by no means perfect. But as it continues to grow and evolve, so do the regulations surrounding sponsored content, brand disclosure and the mandatory use of #ad.
Alcohol advertising in Australia is self-regulated by the alcohol industry and has proven to be a massive failure.
The alcohol companies run ABAC which has no power to penalise advertisers who breach the codes.
Meaning if you breach the code, nothing happens.
67% of people surveyed had no negative sentiment toward sponsored content. Wonderful to know. But did they actually buy the product? It seems to be the one question these influencer “studies” can never answer.