Brands and agencies who plan to involve influencers in their marketing must be certain they are following the ASA’s rules and regulations – the responsibility falls on both the influencer and the promoter’s shoulders – so here’s a brief recap of them.
In a nutshell, influencer marketing is a powerful alternative to more traditional forms of marketing, involving the use of public figures to influence consumers predominantly on social media. It has evolved rapidly over the last few years and in 2018 over 80% of brands had some sort of relationship with an influencer. These influencers generally have an above average amount of followers and the ability to capture the attention of hundreds of thousands of people with a single post.
Influencers and celebrities should always make it clear when content is ‘paid-for’ under the ASA’S rules. Guy Parker, CEO at the ASA stated that “…people shouldn’t have to play the detective to work out if they’re being advertised to. This means the status of a tweet, blog, vlog, Instagram post or story should be clear.”
The CAP Code says ads ‘must be obviously identifiable as such’ which means you need to clearly label all ads.
Remember, these labels should always be placed at the beginning of a post clearly, and that they should be clear and not ambiguous. There are also some labels which you should stay a
way from as they could cause potential issues.
It is vital that both brands and influencers are labelling Instagram, Facebook and Twitter posts accurately as well as Snapchat images and videos to avoid a breach. An upheld ASA Ruling will mean that your post will most likely be pulled and you will be warned not produce something like this again, not to mention the bad publicity on social media. Last year there were numerous cases in the press where reality television and showbiz stars such as Louise Thompson and Marnie Simpson did not follow the rules, which lead to a decline in consumer trust and controversy within social media. Our main concern is the introduction of government legislation to counteract the deluge of misleading influencer ads. The end of self-regulation will make the industry slow, painful and creatively bland – things that PromoVeritas have helped brands and agencies avoid so far.