LOOKS LIKE SOUTH AFRICAN INFLUENCERS WILL HAVE TO #AD IT
It will now become a requirement for brands and influencers to disclose when they are promoting sponsored products. This comes with the introduction of the new draft by the Advertising Regulatory Board (ARB) to the digital industry in October 2018.
The objective of the Advertising Code of Practise: Social Media Practises is to protect the consumer by encouraging brands to exercise ethical constraints on all paid social media communication and to benefit the industry with a clear code of conduct regarding the use of social media to advertise products and services.
The Advertising Code of Practice: Social Media Guidelines was spearheaded by IAB South Africa; Gail Schimmel, CEO of the Advertising Regulatory Board (ARB); and Terry Murphy of The Marketing Mix. They have been supported by a relevant collective of industry bodies and stakeholders, including brands, agencies and publishers.
The Advertising Code of Practice: Social Media Guidelines provides the best practise on identifying and declaring paid social media and influencer campaigns on all channels including good exchanges. It also defines misleading content in the form of deceptive claims, offers or business practises.
- Marketers are to ensure that paid social media advertisements are obviously identifiable. An identifier could be the hashtags, #AD, #Advertisement, #Sponsored
- Social media ads must not contain deceptive, false or misleading content. Messaging should be responsible and authentic
- Brands are required to provide the influencer with enough inform about what they are to endorse for enough understanding
- Influencers are expected to disclose their involvement with the marketer/brand
- Mandatory declarations and marketing regulations which apply to certain industries must be clearly communicated to the influencer and be adhered to
- If brands recruit a social media parody account, it should reflect in the account’s bio that it is not the real account