There Are Rules! We Gotta Do What We Gotta Do!
The latest regulations on influencer marketing efforts!
In the ever-evolving landscape of influencer marketing, adherence to regulations is not just a choice—it's a necessity. This blog post delves into the critical rules influencers must follow to navigate the legal intricacies when promoting brands. From transparent collaboration disclosures to cautious use of filters, each guideline contributes to cultivating a dependable influencer community. Whether you're a seasoned influencer or a newcomer, understanding and abiding by these regulations ensures not only legal compliance but also enhances the credibility of your content. Join us as we explore key practices that keep influencers on the right side of the law in this dynamic digital era.
Step 1: Collaboration Should Be Stated
Gone are the days when influencers could present products or services as gifts without explicitly mentioning their collaboration with advertisers. To maintain transparency with consumers, influencers must clearly state when a collaboration is at play. This straightforward approach ensures that followers are aware of the promotional nature of the content.
Step 2: Use Distinctive Statements
Promotional content must be expressed in a clear and understandable manner, easily distinguishable to followers. Careful planning, incorporating attention-grabbing elements such as color and unique sharing styles, is key. Influencers are required to include specific statements in each advertising post, ensuring clarity, legibility, and prominence. These statements help to avoid any confusion and clearly indicate the promotional nature of the content.
In videos: (either continuously within the video or in the description section before "read more")
"This video contains advertisements from [advertiser]."
"This video contains a paid collaboration with [advertiser]."
"With the support of [advertiser]."
"I received these products as gifts from [advertiser]."
"Thanks to [advertiser] for sending me the products."
In photos and messages: (with the name, brand, or title of the advertiser)
#Advertisement
#Ad/Promotion
#Sponsor
#Collaboration
#Partnership
"In collaboration with @[advertiser]."
"Provided by @[advertiser]."
"Received as a gift from @[advertiser]."
In podcasts: (written and spoken at the beginning, middle, and end of the broadcast)
"This podcast contains advertisements about [advertiser]."
"This podcast is a paid collaboration with [advertiser]."
"With the support of [advertiser]."
"I received these products (mentioned in my podcast) as gifts from [advertiser]."
In Stories: (with the name, brand, or title of the advertiser throughout the duration of the share)
#Advertisement
#Ad/Promotion
#Sponsor
#Collaboration
#Partnership
"In collaboration with @[advertiser]."
"Provided by @[advertiser]."
"Received as a gift from @[advertiser]."
Step 3: Real Experience and Proven Information Must Be Presented
Authenticity is the bedrock of influencer marketing. Influencers must present real experiences, debunking the portrayal of unused products or unobserved results. Whether backed by scientific data with proper references or expressed as personal opinions, influencers are obligated to share information that is genuine and proven. This not only strengthens consumer trust but also upholds the integrity of the influencer marketing foundation.
Step 4: Caution in Health-Related Posts
Health-related topics stand out as the most sensitive aspect of commercial advertisements. The regulations restrict influencers from making any health-related claims about the product or service being promoted. Expressions directly instructive about health benefits or risks are strictly prohibited. Additionally, influencers are barred from promoting products or services offered by professionals such as doctors, dentists, pharmacists, veterinarians, and healthcare organizations. This extends to aesthetic and care services, a significant development in the influencer world.
Step 5: Maintain the Perception of Product Reality
The pervasive use of filters on social media has become a popular practice. However, influencers must now be transparent about the use of filters and effects when promoting products or services. This transparency not only aligns with the new regulations but also holds influencers and advertisers accountable for maintaining the genuine perception of advertised products.
In summary, advertisers have a crucial role in ensuring compliance:
Encourage Compliance: Advertisers should encourage influencers to adhere to regulations and take preventive measures against potential violations.
Verify Third-Party Compliance: Advertisers must ensure that individuals outside the influencer or advertiser category, participating in collaborations, also adhere to the specified rules.
Take Appropriate Action: Advertisers should take appropriate action if influencers fail to comply with specified regulations, holding them accountable for any non-compliance. This accountability extends to advertisers themselves.
While the application of regulations may vary, a logical approach is crucial to avoid false advertising that could impact consumers and the market. With seven years of experience in the market, Unicals can provide assistance with a deep understanding and a constructive approach to implementing regulations in influencer marketing efforts.
